Business

Amazon opens new clothing store, Amazon Style, with fitting rooms


The stores will feature women’s and men’s clothing, shoes and accessories from a mix of popular and emerging brands at affordable prices.

Amazon

After expanding traditional retail, Amazon is opening a clothing store in the real world.

The first Amazon Style store, located in the Los Angeles suburb of Glendale, California, will open later this year, the company announced Thursday.

The store will feature women’s and men’s clothing, shoes and accessories from a mix of well-known and emerging brands, at prices to suit a wide range of shoppers.

“You’ll find everything from a basic $10 designer jeans to a $400 timeless pair,” Simoina Vasen, chief executive officer of Amazon Style, told CNBC. “We want to accommodate every budget and every price point.”

At approximately 30,000 square feet, the retail space is about the size of TJ Maxx location, but smaller than the average department store.

Customers will rely heavily on their smartphones when they shop in-store, they use smartphones to see additional colors and sizes, as well as notify store staff to order an item. into their fitting room.

Amazon

The new store concept marks Amazon’s latest experiment in physical retail. The company got its toe into physical retail when it opened a bookstore in 2015, then made its way into the space by acquiring high-end grocery store Whole Foods for $13.7 billion in 2017. Since then, it has rolled out several other forms, including buy and go. Convenience stores, stores with online best-selling items, and even its own supermarket chain.

Amazon many years have passed increase market share in apparel sales. Last March, Wells Fargo said Amazon overcome Walmart #1 apparel retailer in the US, and it’s estimated that Amazon’s clothing and footwear sales in the US will grow about 15% in 2020 to more than $41 billion. (Amazon doesn’t break down apparel sales in its financial results.)

Amazon had an early success with apparel online by selling a wide range of basic items from well-known brands and its own label. In recent years, it has moved into luxury by opening luxury doors online luxury fashion store.

By launching its first Style store, Amazon is able to appeal to shoppers who might not see it as an apparel destination.

High-tech shopping experience

Amazon said it hopes to fix some of the bottlenecks in brick-and-mortar retail stores, such as fitting rooms, while cutting down on some of the clutter that can make sales floors look uncomfortable and disorganized.

Shoppers will rely heavily on their smartphones to browse the store.

When a shopper walks into a store, they’ll see “showcase items,” featuring only one size and color of a particular product; The remaining inventory for each product will be kept at the back of the store. After signing in to the Amazon app on their smartphone, they scan the QR code on the item to see more sizes, colors, product ratings, and other information, such as personalized recommendations. goods for similar goods.

“This allows us to offer more selection without requiring customers to sift through shelves to find the right color, size and fit,” says Vasen.

After scanning a QR code on an item, shoppers can click a button in the Amazon app to add the item to a fitting room or send it to a pickup.

In the fitting rooms, Amazon has added touch screens, which shoppers can use to rate items or request different styles or sizes to be delivered to their fitting rooms.

Amazon

In the fitting rooms, Amazon has added touch screens, which shoppers can use to rate items or request different styles or sizes to be delivered to their fitting rooms.

Each item is then placed in a “security locker” in the fitting room, which will be unlocked after the store employee delivers the clothes. This allows customers to continue shopping without having to leave the fitting room and find an employee, Amazon said.

Like other Amazon physical retail concepts, Amazon Style stores strive to combine the company’s online and offline shopping experiences.

Amazon

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