Rumors have been swirling over whether Amazon would be opening a physical apparel store since August of 2021, but the retail giant just confirmed it. The store, dubbed Amazon Style, will open its first location sometime later this year, and it looks fascinating!
Amazon is aiming to make clothes shopping a more personalized and convenient experience. The stores will stock women’s and men’s apparel as well as accessories and shoes from hundreds of brands.
What’s really impressive here is how easy Amazon is making it to browse clothes and discover new items you might have originally ever stumbled upon. You can use the Amazon Shopping app (Android/iOS) to browse offerings or, if you’re in the store, you can use it to scan the QR code next to a display with a piece of clothing you like. That will show you all of the available sizing, color, and fit options an item has. This means the store won’t be cluttered with racks for each shirt or jacket; instead, it will have a streamlined appearance and the ability to put more outfits on display for you.
From there, a store employee will move all of the items you select into a fitting room (or directly to the checkout counter, if you’re sure they’ll fit) and notify you once one of the fitting rooms becomes available for you.
Each dressing room has a built-in touchscreen. This will conveniently allow you to request a different size or color and summon it to your fitting room—a nice alternate to begging your mom or friend or sales associate to run and grab it for you. The touchscreen will also provide you with real-time recommendations from its machine learning algorithm that learns your style as you continue to scan items you like.
You can also opt to share your fit and other style preferences right off the bat so you can start getting tailored recommendations sooner. Beyond clothing selections from hundreds of brands, Amazon Style will also feature trendy fashion picks, exclusive items, and even a few select pieces curated by top style influencers. All in all, Amazon is aiming to make it easier than ever to shop for clothes and it’ll put more brands and styles in front of you without you having to do any of the work.
Amazon Style won’t be the company’s first venture into physical storefronts. The company purchased Whole Foods in 2017 and has also opened a number of cashierless stores around the globe, which allow users to walk in, grab what they want, and quickly pay via QR code with their Amazon account.
The first Amazon Style store is slotted to open sometime later this year in Los Angeles. It will be located at The Americana at Brand, which is on the corner of S. Central Avenue and Americana Way, across from The Glendale Galleria. It’s probable that Amazon will eventually open other locations across California and other states in the future, as well.