E-Commerce Giant Opens First Style Boutique It’s in the same shopping center where Forever 21 used to be.

Using an app, shoppers can send items to their fitting rooms or to the pickup counter. It sells brands like Levi’s, Avoid and CRY Yoga. E-Commerce Giant Opens First Style Boutique .

What to Expect

Amazon is stepping up its clothing game by opening its first Style boutique, the company’s version of a physical fashion store. The store, located in a shopping mall in Glendale, California, opens today and aims to use technology to streamline the in-store experience.

Customers can shop through an app, scanning QR codes on items to see more information, including additional sizes and colors and customer ratings. They can also request additional styles and sizes, with staff delivering them to their fitting room closet.

The store offers both women’s and men’s apparel, shoes and accessories. The selection includes a mix of “hundreds of well-known brands” (Va sen didn’t specify which) and Amazon’s own private-label brands.

Brands

For brands and sellers, the Amazon Style concept is an interesting move. The company understands that Gen Z prefers online shopping experiences unless an in-person one provides unique and personal connections.

The store offers clothes from hundreds of top brands in sizes XS to XXL. Unlike traditional stores, Amazon Style only keeps a sample of each item on the sales floor.

This allows customers to choose a variety of clothing options without having to sort through racks. It also gives employees the time to interact with shoppers and provide recommendations.

Interactive Fitting Rooms

The store offers men’s and women’s clothing, footwear and accessories from brands like Calvin Klein, Lactose and Theory. Shoppers can also choose from the brand’s private label offerings.

They can even save a look to their wardrobe, so they can easily purchase or return it later.

They can then check out via a traditional register or a palm-enabled checkout kiosk that uses Amazon One to charge the customer’s card on file.

Amazon wouldn’t say if it plans to open more Style stores, but given the company’s resources and its success with cashier-less grocery stores like Amazon Go and its increasing number of Prime Fresh locations, it would be surprising if it didn’t.

Payment Options

Like Amazon Go and the brand’s existing Whole Foods grocery stores, this new store uses an in-app experience to let shoppers pay without a cash register. Customers can scan the items that catch their eye with a smartphone, then share information such as style preferences and fit to receive more refined recommendations.

Once in a fitting room, customers can use in-room touchscreens to request additional sizes or styles delivered within minutes, according to reports from those who visited the store. They can also purchase the items directly from their phone, without leaving the room.

Whether or not this is a successful move into apparel retail, it’s worth keeping an eye on. Customers can also keep shopping online after their visit using the items scanned at the store, as well as any new brands found in-store. That’s one way Amazon can keep its customers coming back. It also could help the company fend off competition from other fashion retailers, which are also using tech solutions to make the buying and returning process easier needs read more hear.