Amazon Opens a…Clothing Store!?

Yes. As reported by USA Today, Amazon recently opened its first ever clothing store. Named “Amazon Style,” the store is a two-floor building located in Glendale, California. Glendale is about 10 miles north of Los Angeles.
Clothes and Technology Unite
You can find Amazon Style at the crossroads of fashion and technological advancement. Like many clothing stores, it carries plenty of name brands, like Adidas, Theory, and Calvin Klein (the store also offers products from Amazon’s own apparel line). But the actual process of shopping for clothes is not like what you’ll find in most other stores.
For example, consider some of the following features that Amazon Style provides:
- Every clothing rack has a barcode. If you see an item that you’re interested in, you scan the barcode with your Amazon shopping app. The scan cues an algorithm to start searching through the store’s warehouse. Once the item is found, it’s zipped to the second-floor dressing rooms.
- Once you scan an item, the act puts you into a virtual cue so as to prevent wait times for a fitting room. Your shopping app alerts you once your room is ready.
- When you arrive at your room, the clothes you scanned are there waiting for you. Amazon’s algorithms also pick out items that you might be interested in based upon the items you scanned.
- To check out, you can scan a QR code to directly charge your Amazon account, use an Amazon one hand scanner, or make a payment using cash or credit card.
Brand Focus Digital’s Take
Amazon Style has definitely taken advantage of recent advancements in technology. The new store appears to provide shoppers with a unique customer “experience” not found in most other clothing stores.
Note that in spring of 2021, Amazon passed Walmart as the top apparel retailer in the U.S. It will be interesting to see if its new bricks-and-mortar clothing store will add to its apparel success. While the store does provide people with a fun and innovative way to shop, we’re not certain whether Amazon Style is scalable in a way that will give Amazon a clothing foot hold in shopping malls and retail space throughout the U.S.
This is a fun story that we’ll continue to monitor and report back with any new events.
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