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Online retailer Amazon opens yet another bricks-and-mortar store

By our News Team | 2022

Fashion outlet in California combines a personalised physical in-store experience with the best that technology can offer.

Online retailer Amazon has made another move in its strategy to be in bricks-and-mortar stores as well, by opening its first fashion store at a shopping complex in Glendale, California.

This brings to fruition an announcement made earlier in 2022 by Amazon that it would be creating an outlet with a blend of data-driven technology that makes the customer journey unique in the fashion retail environment.

Photo via Amazon

In-store shoppers have the option to browse through the Amazon Style app and try their selections on in fitting rooms equipped with touchscreens to instantly summon more styles and size options.

The other option for customers is to peruse the in-store offerings and scan the QR codes on items they would like to try on, or have select sizes and colours delivered directly to the fitting rooms—which are assigned and unlocked with the app.

When the customer arrives at the room to try on clothes, their selections, along with additional Amazon algorithm-selected suggestions, will be ready and waiting.

Three goals for Amazon style

“Our three goals for Amazon Style are to make shopping more inspiring, personalised and convenient for each customer,” said Simoina Vasen, Managing Director of Amazon Style.

“While trying on clothes in-store, customers no longer need to get dressed and go out on the floor to see if their size is available. Instead, shoppers can keep ordering, trying things on and continue their shopping experience from the dressing room.”

In addition to trying on in-stock items, customers can ask to have their online fashion purchases delivered directly to the Amazon Style store, rather than to their home or workplace, to try on in one of the fitting rooms.

Returns can also be processed directly in store, saving shoppers from having to send them back to Amazon.

Watch a video of the Amazon Style store here.

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