The Eight Brands Amazon Wants to Build Its Own Fashion Empire On Evan Clark Amazon is many things — restless tech giant, consumer-obsessed disruptor and e-commerce innovator. It is one of the top companies to watch in fashion, setting the tone for how to serve shoppers online, experimenting with how to sell to them in a physical environment through its new book stores and beckoning brands with billions of consumer clicks on its marketplace. But will it grow into a fashion powerhouse under its own brands? That could be one of the most important questions facing the industry right now as the economics of retail break down, the web gains steam and store traffic slips away. The answer starts with the eight brands Amazon already is developing into its private-label stable. They open up a window on its in-house fashion ambitions and show a company looking to take advantage of its scale and traffic with basic looks that can build replenishment businesses. These are the brands Amazon has started with and is supporting actively, according to sources familiar with the effort: • Lark & Ro: dresses billed as "Styles you'll love, season after season." • Ella Moon: women's wear described as "Globally inspired, everyday beautiful." • Mae: bralettes and panties. • Paris Sunday: dresses and tops. • Amazon Essentials: basic polo shirts, shorts, women's intimates and
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