How Jet is targeting fashion brands to gain an edge over Amazon

Glossy – Walmart-owned e-commerce platform Jet.com is looking to stand up tall against stiff competition in the online retail world. As part of its larger rebrand, Jet has launched a new fashion and beauty experience aimed at giving customers a more focused look at apparel than they might receive at other multi-brand e-commerce platforms.

Jet will now offer customers a rotating curated collection of trends, with carefully chosen pieces from a variety of brands inspired by a particular theme. For instance, one of the first collections available is called For the Record and features clothes from Versace, Guess, Dr. Marten’s and more inspired by the grungy, punky aesthetic of the ’90s indie music scene. Another section contains editors’ picks of striking pieces all in the color red from brands like Michael Kors and Calvin Klein.

“Specializing in a niche audience or product segment and outperforming the online giants is a smart strategy for Jet.com. However, outperforming Amazon, even in a narrow segment, is a daunting endeavor,” said David Naumann, vp of marketing at BRP Consulting.

Daunting as it may be, the narrowed focus has allowed Jet to create something with more personality and more character than its competitors. This approach allows the brand to simplify the path to purchase for consumers by removing the need to sort through pages and pages of products and allowing them see entire outfits and complementary pieces in one place.

For Jet, trying to compete with Amazon at its own game is a fool’s errand. Amazon has far too much of an advantage for Jet to overcome it as a general online retailer of choice. But Jet is not trying to compete with Amazon on its own terms.

“Most customers think of Amazon as the first place to start their product search, and changing these entrenched habits is very difficult,” Naumann said. “Awareness is the biggest challenge, as Jet.com is not top of mind for consumers. It will take a significant investment in advertising and promotions to increase the awareness of Jet.com. Once they gain traction on awareness, they need to impress shoppers with a personalized and frictionless shopping experience so they are inspired to buy on Jet.com instead of Amazon.”

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