First Amazon Style Apparel Store to Open in LA This Year
Amazon is upping its brick-and-mortar game with apparel stores where shoppers can try on and buy clothes, shoes and accessories at Amazon.com prices, it blogged Thursday. The first Amazon Style store is due to open this year at The Americana…
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at Brand in Los Angeles. Customers will be able to send items to a fitting room by app and then browse more options, rate items and request other sizes or styles using a touchscreen in the fitting room. Upon entering the fitting room, shoppers will find the items they requested while browsing the store, plus others based on their preferences. As customers browse and scan items that “catch their eye,” Amazon will recommend picks for them; those who share information like style and fit can get more refined recommendations, it said. Items scanned at Amazon Style are saved in the Amazon Shopping app, so customers can revisit and purchase at a later time or find more items online from the new brands discovered in the store. Amazon Style uses technologies and processes from Amazon’s fulfillment centers to hold items that can be delivered from back-of-house to a customer “within minutes,” the company said. Customers check out using the Amazon One palm recognition service. Store employees provide customer service, deliver items to fitting room closets, handle merchandising and manage back-of-house operations, it said.