Cathy Beaudoin’s Amazonian Fashion Adventure

Cathy Beaudoin’s first job out of college was at Macy’s.

She hated it. The recent Trinity College (history major) grad would cry in the stock room. “My feet hurt, and I didn’t like my job,” she recalls.

Beaudoin had grown up in Westport. At Staples High School (Class of 1981) Cathy Lewis was a cheerleader, gymnast, volleyball player, and Inklings photographer.

Fortunately, the Macy’s gig did not last long. She spent the next 10 years at Ogilvy & Mather, in direct response marketing.

She laughs at her next career move: Banana Republic, in California.

Beaudoin was back in retail — but with a marketing lens. She developed a customer database, from scratch.

“I had no fashion background,” she recalls. “I was the unsexy, quantitative one” in the company.

Cathy Beaudoin

Cathy Beaudoin

Five years later, Beaudoin moved on to a much bigger job at the Gap. She was given an idea — build a shoe brand — and the result was Piperlime. It was a rare opportunity, she says, “to start something from the ground up, but within the safe confines of an established company.”

Six years ago, Amazon came calling. They wanted Beaudoin to once again create something entirely new. But Amazon is not an apparel company. They’re only the largest internet-based retailer in the nation.

Beaudoin loved living in San Francisco. She and her husband Sean, a novelist, had a new baby. But the challenge — build “Amazon Fashion,” again from scratch.

“I’ve had a blast,” she says. “I’ve never worked with people so intelligent. Every time I walk in a room, I feel like I’m surrounded by the smartest people I ever went to school with.”

Her work, the pace, the “staggering way we give our lives to it — weirdly, I enjoy it all,” Beaudoin says.

Adding fashion to Amazon was not like adding another product line — books, say, or appliances. Clothes and shoes are completely season-dependent — with a crazy timeline.

“None of the algorithms Amazon built are applicable to fashion,” Beaudoin notes. “For a company like this, which believes so strongly in its formula and playbook, this was counter-cultural.”

It was also necessary, she says.

“That’s the work I’m most proud of: being a voice in the wilderness, and making this thrive.”

Amazon Fashion logo

Beaudoin is also proud of growing her team, from 200 people to well over 1000 “amazing” people; carrying almost 3,000 different brands of shoes, clothing, watches, luggage and handbags, and achieving “astronomical” growth rates in both the men’s and women’s business.

Amazon is divided into Kindle, cloud computing and retail. Retail has 4 divisions; Beaudoin leads the Fashion portfolio from Seattle, and 2 sub-divisions based in New York: Shopbop.com and MyHabit.com.

Of course, not every idea works out. Many, in fact, flop.

“Amazon genuinely encourages you to fail,” Beaudoin explains. “If you achieve all your goals, the premise is that your goals are not tough enough. You’re not taking enough risks. That’s this culture.

“I’ve done tons of things that didn’t work. Customers didn’t care, or we didn’t execute well. There’s no shame in it.”

Clearly though, plenty of ideas work out — very, very well.

Cathy Beaudoin, in action.

Cathy Beaudoin, in action.

Yet for all she’s achieved — and her many years based on the West Coast — Beaudoin still considers Westport “home.”

Her parents are still here. But this is also the place, she says, where “I became me. I have memories of my friends, the Minnybus, pizza, the beach. It was an idyllic, wonderful place to grow up. It’s still home base.”

Many friends from Staples — Coleytown Junior High and Burr Farms Elementary School, even — have not left, or left and returned. She sees them everywhere, every time she is back. Her next visit is a few days away.

So what was Amazon Fashion’s president’s own fashion style, back in the day?

“No one in high school would have thought I had any style,” she says. “I was a fan of high-heel clogs.”

And now?

“Classic business lady-like. And spare.”

5 responses to “Cathy Beaudoin’s Amazonian Fashion Adventure

  1. Wendy Cusick

    Wow… Wonderful written piece. Mrs. Beaudoin Congratulations with your successfully Challenge of Amazon and Enjoy Your Visit Back Home with Family and Friends.

  2. Sharon Paulsen

    Wonderfully written article Dan!

  3. Wonderful coverage in both NYTimes and now this. As a father of two daughters, yours is a career path that is wonderfully inspiring
    Well deserved…I expected no less 🙂

    Hope to see you on Coleytown !

  4. Robin Greenhut Markus

    Great article! Congratulations, Cathy!

  5. Always love these articles about Staples grads. Keep ’em coming, Dan!