Amazon opens a physical fashion store

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Amazon opens a physical fashion store

The web giant, which is looking for a format suited for general and retail fashion, has announced it will launch its first physical store dedicated to apparel. Amazon Style will open later this year at The Americana at Brand in Los Angeles, Amazon Style CEO Simona Vasin said in a blog post. The store will sell women's and men's clothing, shoes and accessories in a high-tech style with a strong focus on customization.

"Amazon Style combines the best of Amazon shopping (great prices, selection and convenience) with a new in-store shopping experience designed to inspire," Vasen says. "Customers can browse the brands they know and love, and discover new and emerging designers from hundreds of top brands across the store. With the Amazon Shopping app, customers can send items to the fitting room, where they can use the touchscreen to browse more options, rate items and order more sizes or styles that are shipped directly to their room within minutes."

While the e-commerce leader already has fully automated small stores with Amazon Go, the sleek concept will use a combination of technology and personalization. Amazon says store employees will help shoppers find their looks, deliver items to changing rooms, assist with checkouts and handle post-store operations. But the focus seems to be on the power of technology to deliver personalized experiences.

According to Vasen, "Using the Amazon Shopping app, customers simply scan an item's QR code to see the customer's size, color, overall rating and other product details. No need to try it, send it directly to the pickup counter."

Customers will still be able to shop at the dressing room and get an extra look. In addition, Amazon's machine learning algorithms will provide shoppers with personalized recommendations in real time, which can be adjusted if shoppers choose to share their matching styles and preferences. "In the past, personal styling was expensive and exclusive, but with Amazon Style's cutting-edge technology, unique store design and thoughtful selection, we've made it easier than ever for customers to discover the things they're happy with." said Vasen.


William Huston, AIF®, AIFA®
More posts by William Huston, AIF®, AIFA®

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