The notion that Amazon (AMZN) will push deeper into apparel and make it a strategic focus was amplified Tuesday when the e-commerce giant unveiled a line of private-label dress shirts for men.
Amazon announced Buttoned Down, a private-label shirt brand with a starting price of $39.99 and available to members of Amazon Prime. The company said it plans to expand into dress pants, sport shirts and sweaters in the future. Analysts have been watching Amazon closely as it continues an expansion into the apparel category.
“Growing consumer acceptance of apparel via e-commerce, as well as the high-value/low-volume characteristics, make this an attractive product category,” said a research note from Pacific Crest Securities. “We think that apparel may serve as one of the single biggest incremental growth opportunities within the retail business.”
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