Last week, Amazon unveiled plans to build a physical fashion store concept, dubbed Amazon Style, in Los Angeles. The e-commerce giant says the store will offer “together the best of shopping on Amazon–great prices, selection, and convenience–with an all new shopping experience built to inspire.”
Amazon has proven to be a giant in online apparel shopping, growing year after year. Last March, Wells Fargo reported that the company surpassed Walmart as the No. 1 apparel retailer in the United States. Now, the company is looking to transfer that online success into physical success with Amazon Style.
The 30,000–sf store will be about the size of a typical TJ Maxx, but smaller than your average department store. The first location is set to open in a Los Angeles suburb later this year. Amazon has given physical retail a shot in the past in the form of groceries and books, but it has never sold clothing or shoes in stores, until now.
Amazon will stock its own products, well known names such as Adidas and Jockey, as well as up-and-coming brands. The store will cater to every price point. “You’ll find everything from the $10 basic to the designer jeans to the $400 timeless piece,” said Simoina Vasen, managing director of Amazon Style.
Amazon's Tech-Based Shopping Experience
Customers will notice a few different features than your average retail clothing store as soon as they walk in the door. Amazon Style will be the first of its kind, truly relying on technology and their mobile app.
The front of the store will feature “display items” with one size and one color of each product, and customers will be able to scan a QR code and see the sizes, colors, and products available.
Each of the fitting rooms will have touch screens where shoppers can have items sent to them. Lastly, checkout will be facilitated by Amazon One, the company’s palm-scanning technology.
Non-Traditional Retail Convenience
Obviously this way of shopping is non-traditional, but the real question is will it work? After the announcement, there has been some debate on whether or not shoppers prefer this style of shopping or would rather search through clothing racks for a hidden gem.
Many shoppers do enjoy the experience of “treasure hunting”, but the company believes in their mission. Although Amazon Style’s QR code model doesn’t necessarily fall in line with those customers wanting to look through different selections, it does offer one thing that many people look for when it comes to their time and shopping experience, which is convenience.
Convenience seems to be the common theme with Amazon Style’s QR code model, and Vasen believes their “unique store design, advanced technology, and thoughtful curation will make it easier than ever for customers to have an inspiring, convenient, enjoyable, and ultimately successful shopping experience.”