Amazon Opening Fashion Store with Digital Fitting Rooms

Amazon is launching a physical store for fashion that enables people to shop digitally, try selections on in real life (IRL), and get suggestions based on users’ algorithms, Simoina Vasen, managing director of Amazon Style said in a blog post on Thursday (Jan. 20).

The first location is expected to open later this year in the Glendale area of Los Angeles at The Americana at Brand, a shopping, dining and entertainment center.

The move is the latest by the 27-year-old Seattle eCommerce giant to expand its physical retail footprint in the U.S. Amazon also has 22 brick-and-mortar bookstores, about 40 Amazon 4-Star locations, 30 Amazon Go convenience outlets, 23 Amazon Fresh supermarkets, and nine pop-up shops, according to the Amazon website. The company also acquired the Whole Foods supermarket chain in 2017.

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The Amazon Style store will feature women’s and men’s apparel, shoes, and accessories from a mix of well-known and emerging brands, with a wide range of prices meant to appeal to a variety of shoppers.

“Using the Amazon Shopping app, customers simply scan an item’s QR code to see sizes, colors, overall customer ratings, and additional product details. With the tap of a button, shoppers can add the item to a fitting room or, if they don’t need to try it on, send it directly to the pickup counter,” Vasen said in the post.

Read more: Amazon Hatching Strategy To Open Mega Brick-and-Mortar Stores

Personalization is a central feature of Amazon Style, with machine learning algorithms that offer users tailored, real-time recommendations as they shop. Customers can share information for more personalized recommendations about fit, style, colors, and other preferences.

“Personal styling used to be expensive and feel exclusive, but with Amazon Style’s sophisticated technology, unique store design, and thoughtful curation, we’ve made it easier than ever for customers to discover items they’ll look and feel great in,” Vasen said.