Amazon's inaugural apparel outlet to debut in California
In a move that signals the evolution of retail, Amazon is gearing up to open its first clothing store, Amazon Style, at The Americana at Brand mall in Glendale, California. The store, slated to open in late 2022, is set to redefine shopping experiences with its tech-integrated approach.
Key Features and Advantages:
- Tech-Integrated Browsing and Sizing: Shoppers can browse items using the Amazon Shopping app, scanning barcodes on racks. The app, which has customers' sizes pre-loaded from prior purchases, enables them to select the desired size. This triggers an AI-powered system that retrieves the selected item from the store's back inventory and sends it to fitting rooms for trial[1].
- AI-Driven Inventory and Fitting Room System: This method reduces the need for large on-floor inventory, potentially letting the store carry a wider selection virtually while keeping physical stock minimal and organized behind the scenes[1].
- Shopping Convenience Innovations: Amazon Style offers frictionless checkout, allowing customers to pay with a wave of their palm, eliminating traditional checkout lines. This contributes to a faster, more convenient shopping experience[1].
- Curated Collections via The Drop: The store includes flash influencer-curated collections available for a limited 30-hour window—a concept Amazon popularized online—bringing exclusive, timely fashion drops to physical retail[1].
The store's tech-focused approach aims to make shopping quicker, more personalized, and less cluttered with physical inventory on the floor. This blend of physical and technological retail innovations positions the store as a futuristic, more efficient apparel shopping destination[1].
Additional Features:
- The fitting room at Amazon Style is reimagined as a personalized space for customers to continue shopping. Customers can request additional items using a touchscreen[1].
- Only one of each piece for each item will be displayed in the store, with the rest in the back room[1].
- Shoppers can fill out an online survey to share their style or preferences at the Amazon store[1].
Amazon Style's entry into the retail landscape could potentially pose a threat to traditional clothing stores due to its potential for shopper insights and data collection, as predicted by experts[6]. However, the store's size, when compared to other US department stores, will be considerably smaller[7].
Amazon currently sells more than 10% of all clothes purchased in the United States, and in 2020, due to the pandemic, more people shopped online, resulting in a 15% increase in Amazon's clothing and footwear sales in the US[8]. The new store will cover approximately 2,787sq m (30,000sq ft)[7].
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