Amazon Style: a look at Amazon's first-ever physical clothing store
The e-commerce giant is now aiming to be a brick-and-mortar retailer as well, and to that end it has launched its first physical clothing store: Amazon Style.
The store is located in Americana at Brand, a well-known shopping center in Glendale (Los Angeles, California), where the company has acquired a more than 9,100 square meter store.
Photo: Instagram - @americanabrand
At Americana at Brand (889 Americana Way, Glendale, CA 91210, United States), Amazon Style will share space with brands such as Zara, Calvin Klein, H&M, Nordstrom and Topshop.
Photo: Unsplash / Mostafa Meraji
It is a pilot project that will determine the way forward for Amazon in this area. It is not a short-lived business, but the first branch of a global chain.
At Amazon Style, customers can buy women's and men's clothing. Shoes, accessories and cosmetic products are also be available.
Photo: Unsplash / Alvin Mahmudov
The majority of Amazon Style's product catalog will consist of products from other manufacturers and brands, as is the case on Amazon's website.
Photo: Unsplash / Cam Morin
But the shop will also have a section for the Amazon collections, which, if the project goes well, Amazon hopes to expand its catalog with.
The new shop concept from Amazon Style is different and revolutionary, it is a brand new kind of consumer experience.
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At Amazon Style, customers can view the products on display and use their smartphones and QR codes to select the garments that interest them.
Photo: Unsplash - Clark Street Mercantile
Once the selection is complete with the appropriate models and sizes, the products are sent from the warehouse to a personal dressing room assigned to each customer.
Amazon Style stores will have up to 40 fitting rooms, all with touchscreens that customers can use to request additional products, sizes, colors or styles.
Of course, the customer can also rate the items they have bought or tried on and ask other users for recommendations.
This interactivity will allow the Amazon algorithm to provide Amazon Style customers with personalized recommendations. Also, the product prices are constantly adjusted to the prices on the Amazon website, so prices are subject to change at any time.
The idea is to apply the rules of modern e-commerce to a physical store.
Photo: Unsplash / Varun Gaba
Some of Amazon Style's neighboring brands in The Americana at Brand, such as Zara or Nike, have also set up interactive fitting rooms and QR codes in their stores.
Simoina Vasen, CEO of Amazon Style, said in an Amazon blog that this project "completely reinvents the possibilities of a dressing room and transforms it into a personalized space that will be a wardrobe with endless cool styles".
When will we be able to visit this revolutionary store in California? Amazon Style is expected to open its doors at the end of 2022, so we still have to be patient if we want to check it out!