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SEATTLE — Amazon plans to open its first tech-enabled brick-and-mortar clothing store later this year.
Called Amazon Style, the store will debut at The Americana at Brand shopping center in Glendale, Calif.
Amazon.com is already a big seller of apparel — Wells Fargo analysts said last year that Amazon had passed Walmart to become the top retailer of clothing in the United States — and Amazon says it intends to strengthen its position by using technology to improve the in-store shopping experience.
Recognizing that many consumers still want to try on clothes before they buy them, Amazon says its store will make that process easier.
“Amazon Style offers a seamless and elevated shopping experience,” the company said in a blog post announcing the store. “Using the Amazon Shopping app, customers simply scan an item’s QR code to see sizes, colors, overall customer ratings and additional product details. With the tap of a button, shoppers can add the item to a fitting room or, if they don’t need to try it on, send it directly to the pickup counter.”
The Amazon Style store, which will measure about 30,000 square feet, will offer twice the selection of a typical outlet that size, the company contends, adding that machine learning algorithms will deliver personalized recommendations for each customer as they shop.
“As customers browse the store and scan items that catch their eye, we’ll recommend picks just for them,” the company said. “For an even more tailored experience, customers can share information like their style, fit and other preferences to receive more refined recommendations. Even shopping for deals is personalized and convenient — customers can easily view deals in-store that match their preferences right in the Amazon Shopping app.”
When shoppers use the app to send items to the fitting room to try on, Amazon’s algorithms will suggest other items they might like, based on what they looked at in the store, and will deliver those items to the fitting room as well. A touchscreen in the room will also allow customers to keep shopping for other items while trying on clothes.
Amazon Style will join a physical store portfolio that includes grocery stores operating under the Whole Foods Market and Amazon Fresh banners; as well as book stores; Amazon 4-Star outlets; Amazon pop up, which offers themed selections of top brands that are frequently updated; and Amazon Go convenience stores that offer cashierless checkout.
