How to Tackle Try On Services from Amazon to Lyon + Post to to Zalando and More

Zalando calls it “Pay Later”, Amazon calls it Prime Wardrobe. Everyone in fashion (and jewellery) is working on try on services. For obvious reasons.

And those services can differ quite fundamentally:

While Zalando’s approach for the similar user behavior will be costly (and could become dangerously costly) it is also enticing to new customers. With Amazon, it’s ‘just another Prime perk’™. Both reasonable approaches, but fundamentally different in what kind of customers they are targeted towards.

This begs two questions:

  1. How is Amazon planning on getting new customers to buy fashion at Amazon?
  2. How is Zalando planning on making its customers to come back more regularly?

Some are pushing to use the try button instead of the buy button:

try button

The New York Times has collected quite a few different approaches to try on services:

In December, Debora LaBudde started Memo, which lets online shoppers try fine jewelry by established and emerging designers for a three-day period. […]

Colleen McKinnie helped found Lyon & Post (tagline: “Say farewell to fitting rooms”), which sells casual clothing, including active wear and swimwear. “There’s no checkout process,” Ms. McKinnie said. Members add items to Netflix-style queues by clicking “Try It On.”

Lyon + Post

On Front Door Fashion:

“A stylist pulls up to 20 items from our warehouse,” Ms. Ecker said, “and meticulously styles them in four to six complete outfits, mixing and matching pieces to get the most out of each.” Detailed notes explain how to wear each look. The average amount is $500 a box, she said. The trial period is five days; a $100 deposit is applied to orders or refunded in full if everything is returned.

There are a few more examples in the New York Times piece.

More on this topic:

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