Amazon opens its first physical clothing store in Los Angeles – WWD

LOS ANGELES The new Amazon Style store, the first brick-and-mortar clothing outpost for the giant Seattle-based online retailer, looks like every other clothing store in a mall.

It has shelves of men’s and women’s clothing and shelves of shoes, jewelry, and beauty products. The only thing that differentiates this 30,000 square foot store from others is one thing: technology.

The first Amazon Style store, which opened Wednesday in the Americana at Brand mall outside Los Angeles, makes shopping for clothes and accessories an online experience, but with the ability to touch, feel and try the product.

“We make it more inspiring, personalized and practical for every customer,” said Simoina Vasen, Vice President of Amazon Style. “Those are our three goals.”

From the moment a customer enters the store to the moment they leave, they can shop with the Amazon app, which helps personalize their shopping experience and makes shopping easier by programming their size and mode as well as their credit card number for easy payment. .

For those who don’t want to download the app, they can shop the old fashioned way with the help of a store employee.

Another distinction of the store is that there is no more than one sample of an item on the rack or shelf. When a shopper sees something interesting, they use their smartphone app to read the QR code on the label. Up pop a list of sizes and colors stored in the back, which can be sent to their personalized dressing room or checkout.

A screen inside the fitting room. (Picture: Amazon Style)

They can continue shopping until they want to try on their selections, which have been placed in a fitting room whose number appears on their screen when they indicate they are ready. They can take their app to unlock the fitting room, and they’re ready to try on clothes.

There will also be a few additional items in the Dressing Room that the buyer hasn’t made but have been determined by an app algorithm to be something they might like.

Not happy with your size or color selection? Tap a fitting room screen and a store employee will deliver more sizes and colors to a locked closet attached to the room.

“Gone are the days of having to get dressed, get out on the floor, and see if the size I want is even available,” Vasen said. “Customers can continue to order, try on things, and continue their shopping experience from the dressing room.”

Once their purchases are complete, the customer can deposit the items at the checkout, scan the QR code and pay with the bank card registered on their application or with another bank card, in cash or by check.

If they don’t want to spend a lot of time in the store, they can also shop online at, have their box shipped to the store, and then try on those items. If they don’t like what they bought, a store employee will handle returns.

The merchandise in the store is also presented differently. There is a section where outfits have been selected by various influencers to give them an idea of ​​what is trending. There is also a section for high-end brands including Vince, Theory, Equipment and Rebecca Taylor, as well as a section for popular brands such as Calvin Klein, Levi’s and Lacoste.

Amazon’s own brands are also on sale, but currently don’t make up the majority of items on the floor. “Our prices are the same as what you’ll find on,” Vasen said.

With that in mind, there’s a section called “Sales and Offers.” A consumer can scan the QR code and find what’s on sale in the store, with personalized items also listed.

The two-story store enjoys a prime location in the mall. It’s one of the first outlets a shopper sees entering the Americana at Brand, a luxury retail outpost owned by billionaire developer Rick Caruso, a candidate for Los Angeles mayor.

Surrounding stores include H&M, J. Crew, Urban Outfitters, and Nordstrom. Across the street is the Glendale Galleria, an older but much larger mall with a variety of retailers including Macy’s, Bloomingdale’s, Target, and JCPenney.

Vasen would not discuss future plans for Amazon Style stores, which will no doubt add to Amazon’s annual clothing sales estimated by Wells Fargo at $41 billion.

Amazon is just waiting to see how customers react to the new venture. “We can’t wait to hear what they think,” Vasen said.

About William G. Patrick

Check Also

Why the Furniture Industry Should Care About Amazon’s Clothing Store | Bill McLoughlin

The new Amazon Style store offers insightful benchmarks for furniture retailers. The opening of Amazon …