Fashion Law on Amazon

Fashion Law: Through the Lens of Amazon

The Internet has created a revolutionary path for apparel retailers to sell and display their items, and has subsequently caused improved retail sales on a global level. Not only are customers able to gain access to their favorite clothing brands and items at the touch of a keyboard, but also, they are able to compare prices, styles, and read blogs in order to assist them while they online shop. “Online apparel sales last year grew nearly 20% to $77 billion, increasing the web’s share of the country’s apparel and accessory market to 17% from 14.8% the prior year.” Seller platforms such as Amazon.com allow retailers to sell their merchandise through their websites. Amazon’s sales have drastically improved which is now placing them in direct competition with retailers such as Macy’s, Kohl’s, Nordstrom, Wal-Mart, and Target.

Major retailers do not favor the Amazon.com platform because it easily allows consumers to view products that directly compete with their brick and mortar storefronts. Macy’s for example, is predicted by MarketWatch to be replaced as the number one U.S. apparel retailer by 2017. Additionally, studies show that, “Amazon’s apparel purchasers growth is beating the likes of Wal-Mart and Target. Over the past six quarters, this growth has averaged a 29 percent increase year-over-year, compared with 3 percent and 2 percent declines at Wal-Mart and Target.” These statistics prove a number of observations: first, customers who have knowledge of this change, will place more trust into Amazon to obtain their clothing; second, Amazon sellers will be able to take full advantage of the increased popularity.

To understand the spike in Internet sales, I looked at the situation from a fashion journalist’s perspective. A fashion journalist is responsible to remain up to date with the latest fashion trends, designers, and models. Not only do they do the research for fashionistas, but they also discover how to purchase an authentic article of clothing, and how to purchase similar trends. There are articles produced daily of celebrity outfits that can be found at affordable prices. A fashion journalist finds the trends and can discover what stores are selling those particular products. Magazines will often, either electronically tag or on paper, cite to the clothing company or outlet that has the desired items available.

That is where Amazon.com comes into play. For those who wish to follow trends, maintain the looks of the celebrities, or just feel their best in stylish clothing, they know to use their resources wisely. They will first look to magazines or fashion blogs. Those fashion blogs will direct them to the apparel store. But what if they do not wish to go directly to the store? What if the store’s prices are too high? What if they need this item shipped to them ASAP? They will turn to Amazon because it is a reliable source to obtain clothing.

Amazon makes it easy to detect certain items; they already have a fashion department that is a click away. Without having to enter any additional filters, a fashion forward individual can choose between his or her favorite designers, including, Michael Kors, Stuart Weitzman, Guess, or Calvin Klein. Not only can they search by brand, but also, if the fashion blogger, for example, quotes that “orange skirts are in”, then customers are able to directly search “orange skirt” through Amazon’s search engine. Within seconds, a customer can choose from hundreds of different orange skirts from different sellers and designers. This easy access to clothing is why sales are improving. Fashion changes rapidly and consumers want to be able to keep up with the pace. They do not have time to go to stores in person so they turn to the Internet.

How does this impact Amazon sellers? More business on Amazon likely means more business for their account. In addition to the clothing options on Amazon Fashion, there are also options to sell apparel on the option “athletic clothing”. Additionally, there are options to sell on the “outdoor clothing” filter. The opportunities are endless for the emerging or existing Amazon seller.

But what if the apparel listed on Amazon is not found through their fashion filter; what if it is not a brand name? When searching, someone can come across an item that is inauthentic, mislabeled, or counterfeit. This is where legal issues arise. The customer will be upset that what they found is inauthentic. In addition to this concern, fashion designers are concerned that their products are illegally being sold through Amazon. While Amazon.com is a great platform for designers and sellers alike, there are certain provisions that Amazon strictly enforces to avoid any of these legal issues. This is important to know not just for new Amazon sellers, but experienced sellers as well. Amazon is constantly improving their guidelines to better improve the quality of their customer’s experience on the website. That is why as a seller on Amazon, it is important meet the standards that are required.

If you find your account has been suspended due to a violation of any of Amazon’s policies, there are options you can take. First, you will need to write a plan of action in response to your suspension. The reason for the suspension could be anything from improper invoices, counterfeit claims, or inauthentic claims. Writing a plan of action may be a stressful or confusing task for sellers. That is where Amazon Sellers Lawyer is able to help. Amazon Sellers Lawyer is composed of a licensed attorney and a legal team that have the experience needed to help with these issues.

Not only will Amazon Sellers Lawyer work towards getting your account reinstated, but also, they will work with you and your account so that this issue does not arise again. This is particularly important for fashion designers. Due to the increase in sales on Amazon, it is a smart move to have their clothing available through the popular platform. If your product is not trademarked or copyrighted, Amazon Sellers would be happy to assist you in the process of protecting your art. Additionally, Amazon Sellers Lawyers wants to make sure all problems that occur through Amazon are properly resolved to prevent further suspension or infringement. This makes a designer’s life easier, Amazon content, and customers across the globe happy to have their desired product.

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Amazon Sellers Lawyer
Long Beach, NY 11561
Phone: 1-877-9-Seller