Amazon recently opened its bricks-and-mortar clothing store in Los Angeles (USA) with the intent to give consumers a whole new retail experience.
The new physical store is described as a mix of data-driven technologies, such as Amazon Style app-based interactions, in-store styling-and-fitting services, online-to-IRL try-ons and Amazon One palm-recognition-based checkouts.
The 30,000-square-foot store allows customers to browse through the Amazon Style app and try on their selections in one of the many fitting rooms – each equipped with touchscreens to instantly summon more styles, SKUs and size options.
Customers can also browse the racks, where they can scan item QR codes to have select sizes and colours delivered directly to a particular fitting room – which are then unlocked with the app.
When the customer arrives at the room to try on clothes, the selection – along with additional Amazon algorithm-selected suggestions – will be ready and waiting, as per The Fast Company.
There is a section where outfits have been selected by various influencers to give shoppers an idea of what is currently trending. There is also a section for premium brands, including Vince, Theory, Equipment and Rebecca Taylor, as well as a section for popular brands, including Calvin Klein, Levi’s and Lacoste.
Amazon’s own brands are also for sale, but currently don’t make up the majority of items on the floor.
“Our three goals for Amazon Style are to make shopping more inspiring, personalised and convenient for each customer,” commented Simoina Vasen, Managing Director of Amazon Style, adding, “While trying on clothes in-store, customers no longer need to get dressed and go out on the floor to see if their size is available. Instead, shoppers can keep ordering, trying things on and continue their shopping experience from the dressing room.”
