New Amazon Store to Sell Clothing

Woman cleaning out her closet
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Amazon will launch a new apparel store — dubbed Amazon Style — in Glendale, California, later this year, the company announced Jan. 20.

Amazon Style will offer women’s and men’s clothing, shoes and accessories in its store at The Americana at Brand shopping and entertainment complex, the company says in a press release.

The move is the latest experiment with physical retail stores for Amazon and follows similar ventures into grocery and book stores.

Amazon Style will offer a cutting-edge experience that marries “Amazon’s love of fashion with innovative technology,” the retailer says:

“Using the Amazon Shopping app, customers can send items to a fitting room, where they can use a touchscreen to browse more options, rate items, and request more sizes or styles that are delivered directly to their room within minutes.”

CNBC reports the new store will be roughly 30,000 square feet — around the size of a typical T.J. Maxx store.

Instead of offering racks of clothing, shoppers will encounter display items of one size and color for each product. The rest of the inventory will remain in the back of the store. Using a QR code, shoppers can then view additional sizes and colors, requesting their choice with the click of a button.

Amazon Style will feature:

  • More selection. Compared to a traditional store of its size, Amazon Style promises more than double the number of styles — all “without requiring customers to sift through racks to find the right color, size, and fit.”
  • More personalization. Amazon says its algorithms will “produce tailored, real-time recommendations for each customer as they shop.”
  • A reimagined fitting room. Amazon says shoppers who enter a fitting room will find items they requested while shopping, “plus additional options chosen based on their preferences.” Shoppers also can request more clothing items from inside the fitting room, which will then be delivered to the fitting room closet.
  • Amazon.com prices. Amazon says prices in the store will mirror prices customers will find when shopping at Amazon.com.

Simoina Vasen, managing director of Amazon Style, tells CNBC:

“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.”

To learn about Amazon’s existing brick-and-mortar locations, check out “20 States With Actual Amazon Stores.”

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