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Amazon Opens Personal Styling Service to Men

Amazon is seizing the opportunity to give men a no-fuss shopping service, broadening its Personal Shopper by Prime Wardrobe to include men’s fashion in addition to women’s.

American men—at least, the bulk of them—are known for their tactical approach to shopping for clothes and clothes. Unlike women, who typically savor examining every possible option before deciding what to buy, their counterparts are notorious for sticking with what they know and like, such as purchasing the same two pairs of jeans on repeat for the better part of a decade. Broadly speaking, acquiring new clothing is a necessity for men that rarely sparks joy.

And that’s where online shopping and personal styling services come in. In reporting earnings last week, digital styling startup Stitch Fix noted “high-single-digit” growth in the direct-buy side of its business in men’s categories (as opposed to the subscription channel that sends consumers boxes of apparel, shoes and accessories curated by humans, with a dash a machine learning mixed in). Even its straightforward e-commerce business, Stitch Fix says, employs sophisticated algorithms to show consumers products suited to their tastes and interests, improving the chances they’ll make it through checkout.

Amazon, too, is banking on men’s ambitions to make refreshing their wardrobe as painless as possible, especially while many remain skeptical of visiting stores for anything beyond groceries and essentials. Announced Monday, the expansion of the Personal Shopper by Prime Wardrobe service to include men comes as the online juggernaut is gearing up to host its popular Prime Day shopping extravaganza on Oct. 13-14, the first time it’s appearing outside in its usual spot on the July calendar.

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For $4.99 a month, men who sign up for the styling service get access to “hundreds of thousands of men’s styles across more than a thousand brands,” with inclusive sizing varying from one brand to the next. Personal Shopper by Prime Wardrobe offers a selection of shirts, pants, jackets, accessories and more from popular brands including Adidas, Levi’s, Carhartt, Original Penguin, Scotch & Soda and Lacoste, in addition to platform private labels like Amazon Essentials and Goodthreads. Stylists for the service say men’s autumn trends will focus on utility-style pants, shirt jackets, and heritage plaids, echoing findings in other fashion forecasts.

Still in its infancy, Amazon’s personal shopping business has amassed a base of “hundreds of thousands” of consumers who’ve created styling profiles that detail their style and fit preferences since the service launched last year. Amazon says men asked why they’d want to use the personal styling service cite the convenience of offloading clothes shopping onto someone else as well as the benefit of getting expert assistance in pulling together an outfit. They also appreciate incrementally improving their wardrobe and leveraging the service’s style mavens to keep them in step with the trends.

The digital styling service is available through the Amazon app as well as its mobile website, where customers purchased more than 1 billion fashion items over the past year.