Amazon says first clothing store will be a fashion and technological revelation – RetailWire

January 21, 2022 has become the largest clothing seller in the United States with no stores. It now plans to open its first clothing store this year under the Amazon style banner.

The 30,000-square-foot store featuring men’s and women’s clothing, shoes and accessories will open in Glendale, California at The Americana at Brand, a large restaurant, retail and residential complex that boasts tenants from a list of retailers including Apple, lululemon, Nike, Nordstrom, Sephora and Tiffany. Amazon also operates one of its 4-star stores in the Glendale facility.

Amazon He says the Style store will offer a wide selection at low prices (the same as offered online) with a convenient and “built to inspire” in-store shopping experience.

The store will feature both popular brands and new designers with prices ranging from $ 10 to $ 400. Amazon has not specified the specific labels it plans to sell in the store nor the role its private brands will play in its mix. .

Customers will use their Amazon Shopping app to select the garments they want to try on from a QR code linked to the item. Selected items are delivered to a designated dressing room where customers can also use a custom touchscreen to search for more choices, rate items, and have more pieces brought in to try on. They can have the items they wish to purchase brought directly to the collection desk.

Amazon says the location will offer more than double the number of styles found in mainstream clothing stores of the same size.

The new concept is based on machine learning algorithms, according to the retailer, that “produce personalized recommendations in real time for each customer as they shop.”

Amazon says the new Style store will provide customers with more options to discover and purchase items, including the ability to shop online and then try on the pieces in the store, as well as discover items in the store and purchase them online later.

The planned opening of the Amazon Style store seems to confirm relationships since last summer the company had planned to take over the department stores with a new physical concept. Those reports stated that Amazon would open its new format in California and Ohio. Management has not provided any details on where or how many Style stores it intends to open.

DISCUSSION QUESTIONS: What is your reaction to the Amazon Style store concept? Do you think it will prove popular, and if so, how do you expect its competitors to react?


“Amazon will need to have enough employees to promptly pick up and deliver app orders to dressing rooms and checkout counters; otherwise, this concept won’t work.”

“The real question is, should leading brands play ball with Amazon stores?”

“By watching the video, Amazon is replacing traditional sales reps with an app and a powerful recommendation engine.”

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