Amazon takes on the high street with fashion brand ad campaign

Amazon is rolling out an ad campaign for its find. clothing brand as it looks to muscle in on traditional fashion retailers.

The ecommerce giant is using digital and outdoor platforms - as well as its own website and apps - for the campaign, which will run in the UK, Spain, Italy and France.

It promotes the autumn/winter range of find. womenswear, and director for the brand Glen George said the campaign "brings the playful and effortless ethos of find. to life, allowing our customers to explore and express their sense of self through their fashion choices".

The move represents Amazon's latest attempt to expand into more retail markets. In the US, it recently purchased Whole Foods for $13.7 billion (£10.4 billion) as looks to shake up the food retail industry.

However, Glen Tooke, consumer insight director at Kantar Worldpanel, thinks the company has some catching-up to do in the fashion retail market dominated by the likes of H&M, Asos and Next, with Marketing Week quoting him as saying it will "need to stay nimble if it wants to make a lasting impression".