With the tiger in pursuit, can Amazon still maintain its dominance in this field?

According to foreign media reports, the current US online clothing retail market is full of smoke.

Following Walmart, Target, and Kohl 's , another American retail giant - Macy's announced that it will adjust its development strategy in the apparel field and continue to advance into this market.

According to the report, compared with other categories, fashion clothing is more resistant to market shocks, so more and more retailers are starting to expand the scale of this market. Amazon, which has always occupied a dominant position in this field, is undoubtedly a "thorn in the eye", and they are also accelerating the division of Amazon's share in the US online clothing market.

Based on PYMNTS data, earnings reports from major retailers in recent weeks and related news , it can be seen that the competition between Amazon and Walmart in the apparel market is still continuing, but Amazon is still the dominant force in the apparel field and its position is difficult to shake for the time being .

PYMNTS 's data statistics for this year's Amazon Prime Day found that Amazon 's leading position in the apparel sector has been maintained year by year, with sales of clothing and accessories remaining almost unchanged. 38% of Prime users purchased fashion items on Prime Day .

Although 56% of Walmart + members purchased clothing and related accessories during Walmart+ Weekend, the number of Walmart+ members is only about one-quarter of Amazon Prime.

In addition, another report from PYMNTS pointed out that in the first quarter of this year, online clothing retail accounted for 14% of Amazon's total online categories, more than twice that of Walmart ( 6.2% ) .

While Amazon may have fewer styles of clothing and accessories than Walmart , its online platform has the visibility and maturity to attract a variety of well-known fashion brands .

Walmart is not willing to be outdone and is catching up . It recently launched features such as video shopping and influencer marketing, and has carried out in-depth cooperation with the American second-hand clothing consignment website thredUP .

At the same time, in order to clear out the backlog of inventory and free up storage space for the upcoming peak season, American retail giants are also constantly competing for the market in fashion-related products such as beauty and clothing .

Target said its apparel category saw a single -digit decline in the second quarter , but saw some growth in women's fashion-forward categories and high-performance apparel , building on strong sales growth in the category over the past two years .

Kohl 's said that due to the impact of supply chain and market demand, sales of sportswear and outdoor clothing have slowed down overall this year , and the youth clothing category has also performed poorly, but men's clothing has performed well .

With its old rival Walmart pursuing it relentlessly and new rivals also trying to overtake it, Amazon's dominance in the online clothing market is challenged by strong enemies, but "sitting and waiting to be beaten" is not Amazon's style. It is expected that its position in the online clothing retail market will not be seriously threatened in the short term.

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