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After dominating online, Amazon announced on the 20th that it will open its first Amazon Style brick-and-mortar clothing store in Glendale, a suburb of Los Angeles, California later this year, planning to use a high-tech and highly personalized approach to sell men’s and women’s clothing, shoes and accessories .
This is another attempt by Amazon in brick-and-mortar retail. In fact, since 2015, the company has successively opened brick-and-mortar bookstore Amazon Books, unmanned store Amazon Go, on-demand convenience store Amazon Go Grocery, and Amazon Fres unmanned fresh supermarket, trying to move towards a new OMO retail empire.
In the fashion section, Amazon has also been trying to thrive, not only selling a variety of basic styles from popular brands and private labels, but also opening boutique online fashion stores in recent years to enter the high-end market. In March last year, Wells Fargo estimated that Amazon had surpassed Walmart to become the No. 1 clothing retailer in the United States, and estimated that Amazon’s clothing and footwear sales in the United States would grow by about 15% in 2020 to more than $41 billion.
The roughly 30,000-square-foot retail space at the brick-and-mortar store is about the size of a traditional TJ Maxx store, but smaller than a typical department store, said Simona Vasen, general manager of Amazon Style. The in-store program will feature men's and women's clothing, shoes and accessories from established and emerging brands, priced from $10 basics, to designer jeans, to $400 classics, catering to a wide range of shoppers.
And in order to integrate Amazon's online and offline shopping advantages, the new Amazon Style also looks forward to using technology to integrate Amazon's main online advantages - preferential prices, rich choices and convenience into physical clothing stores.
At Amazon Style, each item is displayed in only one size and color, and shoppers must log in to the Amazon App and scan the QRcode on the item to know other sizes, colors, product ratings, similar product recommendations, and other information.
Once a purchase is confirmed, shoppers can simply click on an option in the app to add the item to the fitting room to try it on, or directly to the pickup counter.
Fitting rooms are equipped with touch-sensitive displays that shoppers can use to rate items or ask store associates to deliver the desired style or size to a "safety locker" in the fitting room, so customers don't have to leave In the fitting room, you can ask the clerk and continue shopping.
At checkout, payments can also be made through Amazon's scanning system.