January 21, 2022
Amazon.com has to become the largest clothing retailer in the United States without any stores. Now he plans to open his first clothing store this year under the Amazon Style banner.
The 30,000-square-foot store featuring men’s and women’s apparel, footwear and accessories will open in Glendale, Calif., at The Americana at Brand, a large dining, shopping and residential complex that has tenants among including Apple, lululemon, Nike, Nordstrom, Sephora and Tiffany. Amazon also operates one of its 4-star stores at the Glendale facility.
Amazon said the Style store will offer a large selection at low prices (the same as those offered online) with a convenient, “designed to inspire” in-store shopping experience.
The store will carry both top popular brands and new designer clothes at prices ranging from $10 to $400. Amazon did not detail the specific labels it plans to sell in the store or what role its private labels will play in its mix.
Customers will use their Amazon Shopping app to select the clothes they want to try on from a QR code attached to the item. Selected items are delivered to a designated fitting room where customers can also use a personalized touchscreen to browse more choices, rate items, and have additional pieces brought to them to try on. They can have the items they wish to purchase delivered directly to the pick-up counter.
Amazon says the location will offer more than double the number of styles found in traditional clothing stores of the same size.
The new concept relies on machine-learning algorithms, according to the retailer, which “produce real-time, personalized recommendations for each customer as they shop.”
Amazon says the new Style store will give customers more options for discovering and purchasing items, including the ability to buy online then try on pieces in-store, as well as discovering items in-store and to buy them later online.
The planned opening of the Amazon Style store seems to be confirmed reports since last summer the company planned to tackle department stores with a new physical concept. These reports indicated that Amazon would open its new format in California and Ohio. Management did not provide any details on where or how many Style stores it plans to open.
DISCUSSION QUESTIONS: What is your reaction to the Amazon Style store concept? Do you think it will be popular and, if so, how do you think its competitors will react?
“Amazon will need to have enough employees to quickly pick and deliver app orders to fitting rooms and checkouts; otherwise, this concept won’t work.”
“The real question is, should big brands play ball with Amazon stores?”
“Watching the video, Amazon replaces traditional sellers with an app and a powerful recommendation engine.”