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Agenda-setting intelligence, analysis and advice for the global fashion community.

Do Shoppers Still Want Retailers’ Private Brands?

Amazon just closed most of its in-house clothing brands, and Macy’s is rethinking its approach. But when done right, store lines can take on a life of their own.
A model in a check coat, off-white sweater and bold red pants walks down a street wearing sunglasses and carrying a cup of coffee.
Macy's new private brand, On 34th. (Courtesy)

As the biggest apparel retailer in the US, Amazon is adept at selling Hanes underwear, Under Armour shorts and Adidas sneakers to the masses.

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About the author
Marc Bain
Marc Bain

Marc Bain is Technology Correspondent at The Business of Fashion. He is based in New York and drives BoF’s coverage of technology and innovation, from start-ups to Big Tech.

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