Will Amazon button down the menswear category with its new private label line?

Amazon.com has not been coy about its goal to become the largest seller of clothing in the U.S. As department stores, mass and specialty retailers have done before it, Amazon is looking at its own private labels to help bring its plan to fruition. The latest case in point is the company’s launch of a new menswear brand, Buttoned Down, that is starting off with a line of high-quality, non-iron dress shirts made from 100 percent Supima Cotton. The line, which will initially only be available for purchase by Amazon Prime members, offers 72 size combinations and is available in classic and fitted cuts as well as a limited variety of colors and patterns. Big and tall sizes are also included in the line. As it has in the past, Amazon is not just playing up the quality of its private label but also its value. With prices starting at $39 for the shirts, they compare favorably with similar shirts sold by competitors, such as Brooks Brothers, Lands’ End and Nordstrom. “We’re always looking to make high quality apparel more accessible for our guys,” said Warren Satchell, men's fashion editor at Amazon Fashion, in a statement. “Whether he’s wearing it with a suit and tie, or just tucked into jeans on a casual Friday, Buttoned Down is a no-fuss, reliable option that guarantees effortless style and great value.” Amazon seems convinced of its new line’s quality as indicated by its 100 percent money back guarantee. Items can be returned if a customer is dissatisfied with the product at any time, regardless of the reason. Amazon plans to expand to other menswear categories, including dress pants, sport shirts and sweaters. The launch of Buttoned Down as a Prime member exclusive could indicate a change in how Amazon plans to market its subscription service going forward, according to a Washington Post article. Instead of primarily pushing speedy deliveries, Amazon may shift more of its focus to offers exclusively available to Prime members.

• Buttoned Down – Amazon Fashion
• Introducing: Buttoned Down, a New Line of Wardrobe Essentials for Men, Exclusive to Amazon Prime – Amazon.com/Business Wire
• What Amazon’s private label men’s shirts might tell us about the company’s future – The Washington Post
• Will Amazon.com become the king of private label? – RetailWire
• Is QVC about to be Amazon’d? – RetailWire
• Can Amazon dominate apparel with its own private labels? – RetailWire