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Amazon to open first offline clothing store in LA
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No pipe dream: The main entrance to one of Amazon’s distribution centers in North Las Vegas, Nevada, is seen as photographed on April 25, 2020. Amazon plans to open its first bricks-and-mortar shop in Los Angeles, California. (AFP/David Becker)
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mazon's online commerce empire is taking another step into the real world with plans to open a shop in Los Angeles, its first bricks-and-mortar clothing store, announced Thursday.
An Amazon Style store to launch later this year is to allow customers to use the retailer's app to scan QR codes of garments, choose from sizes and colors, and then have the items sent to fitting rooms to try on, according to a blog post.
The Seattle-based e-commerce giant’s move to expand its retail presence with a physical clothing store comes as authorities and competitors raise warnings over the company accumulating too much control over the market.
This move comes on the heels of Amazon's 2017 acquisition of the Whole Foods Market grocery chain for US$13.7 billion, which significantly expanded its presence in physical retail.
Fitting rooms in the Amazon Style store are designed to be a "personalized space" where shoppers will find the items they requested on the app along with added options based on their choices, according to Amazon.
"Our machine-learning algorithms produce tailored, real-time recommendations for each customer as they shop," Amazon said.
Customers will be able to share their style preferences in the app, if they want, to better customize recommendations. The app also lets users see reviews from other shoppers about items.
Touchscreens in the fitting rooms will let people continue to shop, with items delivered "in just minutes" for them to try on, according to Amazon.
"This fast delivery is made possible by Amazon Style's on-site operations, with advanced technologies and processes used in Amazon fulfillment centers," the company said.
