A customer base like that appeals to designer brands, even if Amazon the site doesn’t. Amazon may need a separate landing page and design overhaul before it can attract certain labels, but according to Morgan Stanley’s research, the Amazon shopper isn’t too concerned with how curated the site is. Their surveys found that “convenience, Prime, and broad selection—the same factors that have driven [Amazon’s] success in other categories—are driving its growth in clothing/apparel as well.” On top of that, 35% of women said Amazon was an “excellent” or “great” source of fashion inspiration.

To attract hesitant labels, Amazon has broken from its typical approach and agreed not to discount their goods, the Wall Street Journal reports (paywall). For companies such as Nicole Miller and Kate Spade, all these factors make selling through Amazon attractive, particularly as department stores continue to decline—largely because much of their business is moving to Amazon.

(The Wall Street Journal listed Tory Burch among the brands still refusing to sell on Amazon, but a search shows it currently selling footwear, handbags, and other accessories on the site. We’ve reached out to Tory Burch for comment and will update this post with any response.)

Nordstrom, which among department stores has a reputation for the most upscale offering, has admitted Amazon’s effect. Traffic at brick-and-mortar stores is down, co-president Pete Nordstrom said in a recent interview with WWD (paywall), and “Amazon has a lot to do with it.”

Designer labels are facing a big choice: They can protect their images, or they can dive in and leverage Amazon and its huge customer base to their advantage.

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