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Amazon Bows Another Private Label Brand, Meraki, in Europe

Amazon is accelerating its push into apparel in Europe with the launch of its fourth collection, Meraki.

The brand is designed to offer men and women the sartorial translation of the Greek word, which means “doing something with soul.” The elevated basics feature clean lines and timeless shapes all offered in a neutral color palette that can easily work into a wardrobe or stand alone. The assortment includes cardigans, tank tops, trousers, turtlenecks, pullovers, chambray button-downs, pencil skirts, zip hoodies, cargo shorts and jeans.

“Meraki was created to offer everyone who comes to Amazon his or her favourite wardrobe essential; that go-to piece you rely on time and time again. We aim to deliver the best for our customers whether it’s a modern blazer, a simple cotton shirt, T-shirt or chino,” said Frances Russell, Amazon Fashion Europe’s private brands vice president.

Meraki joins Truth & Fable occasionwear, the trend-driven Find label and the intimates line Iris & Lily.

Amazon’s newest brand comes at a time when the company looks to be losing favor among some shoppers in the U.K.

A recent survey by OC&C Strategy Consultants showed that for the first time in seven years, the online giant isn’t British shopper’ favorite retailer. The company polled 13,000 shoppers and found that M&S Simply Food was tops nationwide, followed by John Lewis and Lush. Amazon, ranked No. 4, just ahead of Apple. Marks & Spencer, Aldi (a first-timer on the list), Boots, Ralph Lauren and Ikea rounded out the top spots.

The consulting firm said the retail leaders reflect the industry’s focus on employing new innovations and improving the customer journey. The firm also noted it’s clear that quality is a key driver for British shoppers, trumping price and breadth of selection. This is especially true among consumers who are 35 or older, a group that accounts for roughly 70 percent of retail sales.

“The results from this year’s Index should serve as a call to action for the retail industry. Clearly, while the Amazon model has delivered unparalleled success in recent years, it isn’t bulletproof…,” said Matt Coode, partner at OC&C Strategy Consultants. “The research this year reveals that shoppers are increasingly prepared to pay a premium for excellence, so retailers must think carefully about the level of investment in price and promotion versus quality and service to ensure their continued success.”