Amazon bets you’re tired of just buying clothes off Amazon
It’s a physical clothing store. Like, you know, a real brick-and-mortar space where you go try on stuff, buy it and then bring it home. An IRL store. Google it if you’ve never been to one.
“Customers enjoy doing a mix of online and in-store shopping. And that’s no different in fashion,” Simoina Vasen, the managing director of Amazon Style, said in an interview. “There’s so many great brands and designers, but discovering them isn’t always easy.”
There are some novelties to Amazon Style and ways the company hopes will make shopping quicker and more personalized for customers. However, many of the ideas Amazon is using in the store are not new to the retail industry.
Most of the clothing will be kept in the back of the store and only one sample of each item will be displayed on the sales floor. To buy it, customers will scan a QR code using a mobile Amazon shopping app and then retrieve it at the pickup counter. If they want to try it on first, they can get it sent to a fitting room, which has touchscreens where customers can request different sizes or colors. As customers browse the store and scan items, Amazon’s algorithms will recommend other items they may be interested in buying.
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