Amazon to open brick-and-mortar fashion store

The retailer’s leading own brand category is apparel, which will be featured in the store along with emerging designers.
Dan Ochwat
Executive Editor
Dan Ochwat profile picture

At Amazon, apparel leads the way in its private label assortment, so it’s no surprise that the retail giant is launching its first physical fashion store.

Opening in Los Angeles later this year as part of The Americana at Brand destination, Amazon Style opens with a mobile-driven, personalized experience, offering a large assortment of fashion items from emerging designers and its own brand lineup.

The retailer shared the news in its company blog. Amazon Style will feature men’s and women’s apparel as well as shoes and accessories. Shoppers lean on the Amazon Shopping app when visiting the store, scanning QR codes to see sizes, colors, ratings and reviews, and additional product details of items on stocked throughout. The app can also be used to have items delivered to a fitting room. However, the rooms also will have touchscreens to browse options, rate items and request sizes or styles.

Personalization is a key to the experience, leveraging machine learning to produce real-time recommendations for each customer as they shop. Each scan powers more personalized options, sizes, fits and accompanying pieces.

The location will offer ways for shoppers to buy from the wide selection inside the location but also online to create an “endless aisle” experience in-store, too, and items scanned in-store are saved into the app for future shopping.

Last year, Amazon hinted at launching its first department store format, which also would have a large focus on apparel.