Amazon’s shoe fetish is no longer Endless
In the August 3rd issue of Business Week, they report on Amazon’s shoe fetish after Amazon announced they were buying Zappos, the top US online shoe retailer.
Apparently Amazon had been trying to build their own online shoe store for years. No wonder it took so long – they called it Endless.com! For a company that has so many divisions under the Amazon brand, I don’t see where this logic came from. But I really do like how Zappos manages its substore brands, using internet domain names the way they were designed to be used. So we have:
Separately, for my student a few years back who pounded the desk and said people will never buy shoes online, I think this $800 million deal proves you were wrong.
And for all those who asked what kind of name Zappos was, little did they know how strong this name would be for a great brand. Yes, Zapatas are shoes in Spanish. No, the founder is not Latino, he is Asian! But as always happens, the brand promise is always about the experience – which is why I expect this merger to go so well…. two companies that are really passionate about service.
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July 24, 2009