Amazon opens first-ever apparel retail store, reimagines the in-store shopping experience

Friday, Jan 21, 2022

Amazon debuts a brand new physical asset to their portfolio – Amazon Style. The company’s first-ever apparel and fashion retail store is set to open later this year in Glendale, California.

The store will bring a selection of men’s and women’s apparel, accessories and shoes to offer wide selections, convenience and great prices to consumers. There are hundreds of brands and thousands of styles that will offered all under one roof. 

“You’ll find everything from the $10 basic to the designer jeans to the $400 timeless piece. We want to meet every budget and every price point,” said Simoina Vasen, Managing Director of Amazon Style.

This new concept marks Amazon’s latest venture into physical retail. After experimenting with grocery and book stores over the past couple of years, the company has decided to make waves in the world of apparel. 

The store will blend physical and digital elements to enhance the customer’s overall experience. Shoppers will be able to use the Amazon app and send pieces to the fitting room, browse alternative options, and request more sizes right at their fingertips without leaving the dressing room. Fitting rooms will feature a touchscreen display monitor to browse through the latest styles and items they may have missed. Customers will also be able to scan a QR code on items in-store and see colors, sizes, customer ratings and product details. 

Instead of customers spending hours sifting through racks of items, Amazon has created a seamless in-store shopping experience with an omnichannel approach. The store will feature display pieces to show more looks without the clutter of racks of clothing. Once the shopper finds what they’re looking for, they can simply open their app and find all of the details they need, sending the items to their dressing room within seconds. 

The new store is built around personalization. From the time shoppers walk into the store until they leave, Amazon uses their algorithms to produce real-time recommendations based on what they scan in-store or have previously purchased.

Amazon’s newest endeavor continues to break barriers in the world of brick and mortar – blending physical and digital elements to take retail to the next level and offer the best of both worlds to consumers. 

Source: Amazon In-Store Shopping
Photo Credit: Amazon In-Store Shopping

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