Amazon Fashion Europe has strong Q4, names Liya Kebede SS17 face

By

Sandra Halliday

Published
Feb 3, 2017

Fresh from reporting overall sales up more than 20% globally in Q4, e-tail giant Amazon’s European fashion unit said it sold more than 60m items during the quarter.

The e-tailer has become a major force in fashion sales worldwide and this new figure underlines its impact on the industry. Fashion is one of the fastest expanding categories for the company with growth coming on the back of the launch of 350 new brands on the site.

Newcomers to Amazon in Europe include Lagerfeld, Paul & Joe, Filippa K, Cacharel, J Lindeberg, Vanessa Bruno Athé and Arcadia’s Miss Selfridge, Dorothy Perkins Burton, Evans and Wallis.

Amazon Fashion VP, Europe Susan Saideman said the company is continuing to invest in fashion and will carry on using technology to innovate in terms of the customer experience for the fashion shopper. She said the firm is only “a handful of years into a very long-term investment.”

The news about its Q4 growth came as the European unit named Ethiopian supermodel Liya Kebede as its face for the SS17 season. Last season the company used Hungarian model Barbara Palvin with the strapline Don’t Look Like Me, Look Like You, which is being carried over into this year.

The new campaign, which supports the new-in offer launching on March 1, was photographed by Cass Bird and styled by fashion editor and influencer Julia Sarr-Jamois.

The images will be seen across print advertising, social media, and on the website all over Europe.