Amazon Styles Up with New Fashion Site

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For trendy shoppers who like to snatch up designer styles from the comfort of home, here’s another site to bookmark for your morning fashion crawl: Amazon’s MyHabit.com.

The Internet retailer is launching a membership-only shopping site that will offer daily deals of up to 60% off select designer-brand items for women’s, men’s and children’s departments, the company said. The site will feature photos and videos of clothing on models for the sales, which should typically last about 72 hours. Some of the first brands to participate include Halston, Vera Wang and Badgley Mischka.

Signing up for the site is free and instant, not exclusive like others where you’ll wait for someone to invite you. In fact, if you have an Amazon login, you’re already a member. And one of the perks of membership: free four-day shipping and returns.

Amazon joins a field currently dominated by the likes of private sale model start-ups such as Gilt Groupe, Hautelook and Rue La La. As any fashionista will tell you, those brands are tough to tangle with.

This news also comes on a day when Vente Privée – the French giant of fashion “flash” sales that pioneered the category and inspired other imitators (including Gilt) – announced that it’s coming soon to the U.S. (per Business Insider).

So Amazon should tread carefully. This isn’t the style-unconscious realm of music or books, it’s fashion – fierce, relentless, and unforgiving.

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