Amazon to launch physical apparel store in US this year

Customers can browse brands they know while also discovering new and emerging designers across hundreds of top brands throughout the store. Using the Amazon Shopping app, customers can send items to a fitting room, where they can use a touchscreen to browse more options, rate items, and request more sizes or styles that are delivered directly to their room within minutes. Amazon Style combines Amazon’s love of fashion with innovative technology and world-class operations to help customers find looks, the company said in a media release.

Amazon Style offers a seamless and elevated shopping experience. Using the Amazon Shopping app, customers simply scan an item’s QR code to see sizes, colours, overall customer ratings, and additional product details. With the tap of a button, shoppers can add the item to a fitting room or, if they don’t need to try it on, send it directly to the pickup counter. Amazon Style offers more selection than a traditional store of its size—more than double the number of styles—without requiring customers to sift through racks to find the right colour, size, and fit. Instead, Amazon Style features display items, bringing more looks and less clutter to in-store shopping.

Amazon Style is built around personalisation. Its machine learning algorithms produce tailored, real-time recommendations for each customer as they shop. As customers browse the store and scan items that catch their eye, Amazon recommends picks just for them. For an even more tailored experience, customers can share information like their style, fit, and other preferences to receive more refined recommendations. Even shopping for deals is personalised and convenient—customers can easily view deals in store that match their preferences right in the Amazon Shopping app.

Amazon Style also reimagines what is possible in the fitting room, turning it into a personalised space where customers can continue to shop a seemingly endless closet of great styles. When a shopper enters their fitting room, they will find the items they requested while browsing the store, plus additional options chosen based on their preferences.

Amazon Style offers unmatched selection using the expertise of fashion curators and feedback provided by millions of customers shopping on Amazon.com. With Amazon’s vast fulfilment centre network, selection at Amazon Style will be frequently updated so customers can discover new items each time they visit.

The first Amazon Style store will open later this year at The Americana at Brand, a top shopping destination in greater Los Angeles.

Fibre2Fashion News Desk (KD)