The first Amazon Style will open at The Americana at Brand mall in Los Angeles.
Amazon will open its first retail fashion store. Amazon Style will open in Los Angeles next to Nordstrom, J. Crew, Urban Outfitters, H&M, and other international brands at the Americana at Brand mall. There will be twice as many styles in the roughly 2,800-square-foot space as a traditional department store, according to the company.
The store won't be Amazon's first physical location. Amazon Go tech grocery stores, Amazon Books, and Amazon 4-star-rated stores are already being developed. It is now expanding into the clothing and footwear segment.
Digitalization is an integral part of the project. It is expected to compete with traditional department stores. An entire floor will be dedicated to clothing, another to footwear, and so on. A customer will also be able to scan QR codes to get more information about products directly from the fitting room, as well as request different colors and sizes of clothing.
According to Simoina Wasen, managing director of Amazon Style, "the idea is to showcase more styles without requiring shoppers to sift through racks to find the perfect color, size, and fit."
Customers will be able to choose from an endless range of clothing, shoes, and fashion brands from Amazon Style's online store. At the same time, in the physical format, only the most popular and favorite brands of customers will be presented.
As of 2022, Amazon already tops the list of fashion retailers by sales in the U.S. But the Internet giant's interest in traditional retailing can be explained by the fact that today more than 85 percent of all clothing and footwear purchases in the country are made through physical stores.