Amazon Launch ‘MyHabit’ Fashion Site

Posted on 04. May, 2011 by Matt Newell in Digital & Interactive, Retail Trends

Amazon have launched MyHabit.com, their new online fashion concept.

Rather than stocking an ongoing range their product is organised by daily ‘events’, each featuring a range by a particular designer and all at significantly reduced prices (up to 60% off). This is a very interesting ranging strategy which combines a well edited choice with a compelling reason to return.

The online shopping experience is excellent. Shoppers can view the clothing from multiple angles, zoom in and out and view video footage of a model wearing the clothes. And the checkout process is incredibly smooth.

It’s early days for MyHabit.com but they’ve got the foundation platform incredibly right. I would expect to see some cross selling functionality (people who bought X also bought Y) pretty soon, as well as some social media integration (get recommendations and reviews from peers).

But for now, the well curated range, discounted prices, seamless shopping experience and free delivery add up to a very compelling value proposition.

MyHabit.com only delivers to the USA at this stage but when it does come to Australia it will be another reason for the local rag traders to worry.

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