Why Amazon is targeting Europe first with its new trend-driven label

See Jessica Schiffer, fashion reporter at Glossy article around Amazon targeting Europe with their latest fashion lines with Jim Fosina, CEO Fosina Marketing Group commentary.

 

    • “It makes sense to launch the line in a market that is not as highly competitive and critical as the U.S. market [which is responsible for two-thirds of Amazon’s sales],” said Jim Fosina, CEO of Fosina Marketing Group. “That way, if there is a misstep, it won’t damage the overall brand equity of the line and of Amazon.”
    • And if it does succeed with Find in Europe first, it is likely to see more success when it inevitably brings the brand to the states, added Fosina. “Amazon has the opportunity to woo the European market and create a level of buzz needed to launch more effectively here,” he said.