Amazon has opened its first-ever physical retail outlet for clothing & fashion, adding to its existing grocery physical outlets.
The company said the ‘Amazon Style’ outlet, located in Los Angeles, will bring “more looks and less clutter to in-store shopping. Our advanced machine learning algorithms continually refine to find looks just for you based on your preferences”.
The store allows customers to use the QR codes on every item in the store to customise by size and colour. A list of selected items can either be sent to the fitting room to be tried on, or to checkout to be picked up (eliminating the need to carry the items around in-store).
Additionally, customers can select clothes on Amazon.com and have them delivered to a store of their choice for trial, receiving a notification when they have arrived. When the customer arrives at the store, the staff will collect the clothes and have them ready for trial. The fitting rooms also feature a touchscreen monitor, allowing customers to request more items to try on and to offer ratings for any item.
The outlet does not offer Amazon’s Just Walk Out technology, although it does have in-store staff to help customers with the entire process.
NAM Implications:
- Best to regard Amazon as being still at the start of where they can go.
- …by category
- …and increasingly by route to consumer.
- Capitalising on their accumulated consumer insights.
- vs. rival retailers with little chance of competing.
- Then it is just a cast of working down a priority list for categories and retail formats…
- i.e. no contest with the relatively inefficient clothing retailers.
- Just watch this one go…
