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Amazon Launches Big Style Sale to Court Fashion Shoppers

After weeks of buildup, Amazon has finally launched its long-awaited summer fashion blowout.

On Monday, the e-commerce titan’s Big Style Sale launched with deals from hundreds of brands for men, women and children. Labels like Levi’s, Calvin Klein, Adidas, Lucky Brand, Rebecca Minkoff, Steve Madden, Skechers and more graced the sale’s homepage Monday morning.

Smaller players like Shoshanna, Eberjey and Honeycat are also offering deals, along with new-to-the-platform brands like Club Monaco. Consumers can also shop curated collections from retailers like Shopbop, as well as Amazon’s sprawling suite of private-label products, including Amazon Essentials and Daily Ritual.

The e-tailer is also positioning its recent collaboration with Skechers, a line dubbed Concept 3, prominently within the sale’s footwear offerings.

Many deals have hit the site on its first day, but others will be reserved for debuts throughout the week. On Monday, shoppers were offered savings of up to 50 percent on premium denim from brands like AG Adriano Goldschmeid, Hudson, DL1961 and True Religion, up to 30 percent on select styles from Adidas,and up to 45 percent on dresses from Shopbop, among other deals.

Beginning Tuesday, shoppers can save 30 percent on streetwear from heritage athletic brand Champion and up to 40 percent on select denim styles from Levi’s, while deals from Calvin Klein and Tommy Hilfiger will launch Thursday. Most promotions will run through July 28.

Rumblings of a potential summer sale first started to materialize in late May, when reports began circulating about a promotion to help Amazon’s fashion brands and third-party sellers—which had been sidelined due to the company’s focus on disseminating essential goods throughout the COVID-19 crisis—unload some of their inventory.

Amazon’s famed logistics infrastructure has been put to the test in recent months under the weight of an influx of orders from homebound shoppers. Certain household goods and cleaning supplies were sold out for weeks, and deliveries slowed by days or even weeks—a huge departure from the expected 1-2-day shipping promised to Amazon Prime members.

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While Amazon postponed its July Prime Day sale to September in an effort to wrest control over its supply chain, the Big Style Sale appears to be an effort to drum up as many sales as possible and avoid a summer slump. The company has remained an undeniable force throughout the coronavirus outbreak, but competitors like Target and Walmart—which have upped their own logistics capabilities and partnerships—are gobbling up market share.

Some experts are dubious about the e-tailer’s strategy, though, in light of recent hiccups.

Asaf Hachmon, CEO of last-mile delivery startup Bond, said that operationally speaking, Amazon may not be prepared to handle a deluge of orders right now. And even if the company does manage to rack up record-breaking orders, failing to deliver them in a timely fashion could do more harm than good.

“I think it’s a very opportunistic move,” he said of the promotion. “The main motivation around this is to retrieve as much money as possible—and then handle the logistics.”