FOCUS-Selling with the enemy: Why rival retailers embrace Amazon.com

| April 9, 2019

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Chico's FAS Inc warned in January that it would shutter at least 250 stores across its namesake brand, along with its White House Black Market and Soma labels.But the U.S. women's clothing chain is expanding a different storefront - its Chico's-branded micro site on Amazon.com Inc.While that growth should entice any retailer, Chico's is one of a growing number of clothing brands treading carefully.From Nike Inc and Under Armour Inc to Lands' End Inc and Levi Strauss & Co, major brands are distributing clothing and accessories directly through Amazon.com, attracted by more than 100 million members of Amazon's loyalty club Prime and its advanced delivery network.

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Premium Retail Services

Consumers have more choices than ever. They deserve your best in-store experience. Your business depends upon it. Since 1985, Premium has been pioneering bold retail strategies, tools and technologies, helping our clients advance their industries and the lives of their consumers. We're passionate about brands, and are relentless about propelling them to new heights with integrity and imagination.

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