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Amazon is continually taking market share in the online apparel industry with its own private-label clothing lines and key partnerships with brands to sell directly on its marketplace. In fact, Amazon’s apparel business is expected to grow from 5% of the total US apparel market in 2015 to 14% by 2020, according to Cowen & Company. This would make the company the largest domestic apparel retailer, taking the top spot from current placeholder, Macy’s.

Amazon’s growth in the apparel market will be driven by three things:

Key brand partnerships. Fashion brands — especially high-end — have historically been wary of selling directly on Amazon. That’s because of Amazon’s heavy focus on undercutting competitors on price and its expansive, global reach which can dilute a luxury brand’s exclusivity and status. But the e-commerce giant’s push into apparel has led to some important names signing on to sell directly through its marketplace — Kate Spade, Calvin Klein, Lacoste, and Nicole Miller have all recently partnered with Amazon, reports The Wall Street Journal.

It’s important to note that many of the brands that have signed on with Amazon have also been resistant to department store partnerships in the past. This shows just how important Amazon has become to retail across categories.

Private-label lines. After months of speculation, Amazon quietly rolled out its own private-label clothing line on its Fashion marketplace in February. The launch includes at least 1,800 different fashion items for sale under seven different brand names, including apparel and accessories for men, women, and children.

The quietness of Amazon’s private-label rollout can actually help it gain more customers. The marketplace is typically associated with items like electronics, media, and consumer packaged goods (CPGs). This is largely due to its low prices and speedy shipping, which comes in handy when it comes to items that are suited for utility and bought with more frequency. If consumers are unaware that they are buying an Amazon brand apparel item, they may be more inclined to buy it.

Live shopping program. Amazon premiered the first episode of its live, home-shopping program Style Code Live in March. The show streams for free on Amazon’s website and features three hosts who discuss current fashion trends. Similar to other television-based shopping networks like QVC and Home Shopping Network (HSN), Style Code Live will also provide direct links to purchase the products shown on the program on Amazon’s marketplace.

The program is riding the coattails of legacy programs QVC and HSN — both of which have been making extensive e-commerce efforts of their own. As of Q3 2015, QVC’s global revenue strictly from e-commerce sales reached $861 million, a 10% year-over-year (YoY) increase from $781 million. This accounts for almost 43% of QVC’s total revenue. And although HSN does not release digital sales totals, the company did say that its e-commerce business totaled 40.5% of its overall business during Q3 2015, compared with 38.8% last year.

Amazon’s rapid visibility of its fashion market should be a signal to apparel brands of a viable e-commerce opportunity to reach online shoppers. The company provides these brands with a massive, global audience and shipping resources to help build up online sales. Its apparel business is forecast to grow from $16 billion in gross merchandise volume (GMV) in 2015 to $52 billion in 2020. And compared with its most notable competitors, Amazon has 34% more apparel buyers than Target and 2% more than Walmart.

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Amazon is an undisputed e-commerce titan, but it is still adjusting its strategy to reach its customers. And other companies are doing the same as the e-commerce world continues to change.

Consider this latest holiday season gave us the clearest indication yet that there’s never been a better time to be a consumer. The rise of online and mobile shopping has given consumers more choice, flexibility, and often better service, and retailers are shifting their strategies to keep up.

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Cooper Smith, senior research analyst at BI Intelligence, Business Insider’s premium research service, has compiled that looks at some of the top trends affecting retailers at each stage of the purchase funnel and how they’re responding to those shifts.

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