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So read this book with the understanding that Underhill is a pretty good anthropologically-trained note taker,whose observations have turned up several things of interest to the retailer, at the same time that he is a pathetically bad business consultant and would-be futurist, with a pathological need to self-promote and a very annoying prose style.
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Amazon’s launch of several apparel private labels over the last couple of years is one sign that it is serious about growing its share of the fashion market. Our survey found that a significant number of Amazon Fashion shoppers have already bought something from one of its still-new private-label ranges and that even more shoppers are interested in trying those ranges:
Just a few weeks earlier, The Capitol Forum, a Washington, D.C.-based news service that examines business and regulation, published a story arguing Amazon risked antitrust enforcement by the Trump administration for using its algorithms and platform to promote its own products over “those of merchants that are dependent on Amazon’s platform and with whom Amazon competes.”
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"No $6 has had a more positive impact on my effort to preserve my clothing than the $6 I spent on this bar by The Laundress. I learned about this product from Senior Editor Ellen Hoffman and I can honestly say it's the best thing I've done for my dress shirts. 1 bar has lasted me well over a year, and I just need to wet my shirt collar and rub the bar back and forth a few times before washing. It gets rid of all of the grime and oil from my collars. I was able to rehab shirts that were ready to go to charity or become rags." — Breton Fischetti
We present these figures with the caution that no research firm truly knows how much clothing and footwear is sold on Amazon. We also note that some research firms have enjoyed substantial media coverage on the back of estimates that have placed Amazon as one of the very largest retailers of apparel in the US. We further note the risk of a herding effect, whereby some research firms may be reluctant to estimate figures that vary susbtantially from those published by other firms and that are already in the public domain.
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