Amazon today opens its first physical fashion store at The Americana at Brand, a shopping complex in Glendale, California. Announced earlier this year, the physical retail experience is described as a mix of Amazon Style app-based interactions, in-store styling and fit services, real-life online try-ons and palm recognition-based purchases. from Amazon One. —a combination of data-driven technology that makes the customer journey unique in the fashion space.
According to early reports, shoppers at the 30,000-square-foot store have the option to browse through the Amazon Style app and try on their selections in one of the many fitting rooms, each equipped with touch screens for instant access to more styles, SKUs, and more. and size. options
Alternatively, guests can browse the rails, where they’ll scan QR codes on items to receive selected sizes and color combinations directly in fitting rooms, which are assigned and unlocked with the app. When the customer arrives in the room to try on clothes, their selections, along with additional suggestions curated by Amazon’s algorithm, will be ready and waiting.
“Our three goals for Amazon Style are to make shopping more inspiring, personalized and convenient for every customer,” said Simoina Vasen, CEO of Amazon Style, in a statement. “While trying on clothes in the store, customers no longer need to get dressed and go out on the floor to see if their size is available. Instead, shoppers can continue to order, try things on and continue their shopping experience from the dressing room.”
In addition to trying on in-stock items, customers can have their online fashion purchases shipped directly to the Amazon Style store to try on in one of the company’s high-tech fitting rooms. Returns can also be processed directly at the store, saving shoppers a trip to the post office.
Source: www.fastcompany.com