Amazon to Open First Physical Clothing Store


Amazon confirms a rumor from last year about opening its first physical clothing store called Amazon Style. Amazon plans to offer brands consumers “know and love” and to offer an app for selecting items, sizes, and colors, and then sending them directly to a fitting room or pickup counter. According to the company, the first Americana store will open sometime “later this year” in Los Angeles.

Currently, Amazon carries products from designers like Oscar de la Renta, Altuzarra and La Perla. In the future, Amazon plans to offer “hundreds of brands” chosen by fashion creators and feedback from millions of customers shopping on The retailer didn’t specify which. The majority of luxury and high-end brands still refuse to list their goods on Amazon.

Compared to traditional stores, the new stores will offer double the number of styles, while allowing customers to browse by size or color without having to search manually. The Amazon Shopping App lets you view sizes, colors, customer reviews, and other details about an item by scanning its QR code if you like it. If you choose not to try it on, you can send it to the fitting room or straight to the pickup counter. Additionally, it has an AI-powered algorithm that recommends more products based on what you’ve already picked.

Access your fitting room directly from the app, with all your items inside. Using their touchscreens, shoppers can continue shopping and request new items to try on without leaving the store. Amazon uses the same technology in its fulfillment centers to deliver packages in “minutes.” The prices are the same in both online and offline stores, so you shouldn’t have any problems purchasing items. A returned item can be returned in-store, and scanned items are saved in your shopping app so they can be revisited later. 

There are already several Fresh grocery stores open by Amazon, as well as book stores and even a hair salon. In the announcement, Amazon didn’t clarify whether its cashier-less “Just Walk Out” checkout technology would be used, but it will use its Amazon One palm recognition service, a biometric scanner from Amazon was launched in September, allowing users to wave their hands to pay.

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