In its second-largest acquisition, Amazon buys the company for $970 million.
MyHabit.com wins with rich media tools.
MyHabit.com, the flash-sale site launched in May by Amazon.com Inc., aims to answer customers’ product questions before they have the chance to even think of them. Each apparel item includes a video of a model wearing it and rotating 360-degrees. It also includes the model’s measurements and the size of the product she’s wearing so consumers can see how the item might fit them. “When customers are shopping for an item online they love having the ability to get an up-close look at a product to view a small print or contemporary seaming,” says Maria Renz, president of MyHabit. “But they also appreciate seeing the actual fit and drape of the clothing on a live model.” She says the site’s sales formula, which includes free shipping, aims to satisfy everything a customer seeks in buying fashion online.