Amazon to open its first in-person clothing store

Amazon takes another step into the physical retail space

Amazon is opening a clothing store called ‘Amazon Style‘ where customers will use their phones to request extra sizes and colors. Shoppers will be able to use the Amazon app to view different sizes and colors for items of clothing. The store will be located in Los Angeles and will feature a range of brands and will sell women and men’s clothes, shoes and accessories

“We believe our unique store design, our advanced technology and thoughtful curation will make it easier than ever for customers to have an inspiring, convenient, enjoyable and ultimately successful shopping experience,” Simoina Vasen, Amazon Style managing director, told USA TODAY. “You’ll find everything from the $10 basic to the designer jeans to the $400 timeless piece, We want to meet every budget and every price point,” Vasen added.

Tech-enables shopping experience

Amazon Style will rely heavily on technology for its shopping experience according to the company’s press release. The shop floor will feature “display items” which will showcase a product in just one size and color. Shoppers will be able to use the Amazon app to see more options. Customers also won’t have to carry items to fitting rooms. Instead, they’ll scan a QR code for an item and have it added to a fitting room for them. Once in the fitting rooms, shoppers will also be able to request different styles and sizes via a touchscreen. A store employee will drop off the requested items.

Amazon Style fitting rooms have a touchscreen where you can add more items to try on I ph: Amazon

Shoppers will also be able to use Amazon’s palm-scanning payment system, Amazon One, at the checkout. For shoppers who decide not to make a purchase during the in-store shopping trip, they’ll be able to see what they tried on later. Customers who prefer to shop without phones will be able to ask a store employee for help finding the correct items.

Widening the customer base

With its new venture, Amazon will be testing whether it can widen its customer base, carve out more of a name for itself in fashion, and learn more about shopper behavior. Like most things Amazon does, this is an experiment and may, or may not be, one that is rolled out on a national basis. This, however, isn’t Amazon’s first venture into physical stores. The tech giant bought supermarket chain Whole Foods in 2017. In 2018, it opened its first cashierless Amazon Go convenience store, and it has recently begun expanding its own-brand supermarket Amazon Fresh.