Amazon Fashion’s goal has been to reinvent what it means to shop for clothes, shoes and accessories. From everyday basics to off-the-runway looks, the company has innovated through the shopping experience and the product selection. To establish awareness and credibility in the high-end fashion space, Amazon has partnered with Anchor to launch new collections and expand into new products.
Reinventing an entire category requires a reinvention of traditional advertising practices in the space. Anchor’s approach with Amazon Fashion has been based on creatively breaking away from traditional fashion tropes, while strategically staying true to the brand’s pillars.