(LOS ANGELES) — Amazon has grown in many ways over the years, and now the e-commerce giant has launched a brick-and-mortar clothing store.
Fashion retail space Amazon Style has opened at The Americana at Brand mall in Los Angeles.
The new concept offers a selection of clothing, shoes and accessories. Items featured in the store also have QR codes providing information ranging from size to customer ratings, the company said.
“We organized and designed the store a little differently,” Amazon Style VP Simoina Vasen told ABC News’ Good Morning America.
She went on to explain how the new concept is about the QR code that allows shoppers to browse and scan without ever grabbing clothes from hangers to try on.
“Customers can buy amazon.com’s millions of items from their couch and deliver them to the store,” Vasen added. “And we will have a dressing room available to them when they arrive.”
With the Amazon Shopping app, users can also send items to a fitting room where they can use a touchscreen to browse more options and request more sizes or styles to be delivered directly to their room, according to Amazon. .
While Amazon didn’t reveal which specific brands will be featured, it said customers will have the opportunity to browse emerging designers from hundreds of its top brands.
“Shoppers will find great looks at a wide price range, including trend-inspired pieces at affordable prices and sought-after styles that will become wardrobe staples,” wrote Simonia Vasen, Amazon’s Chief Executive Officer. Style, on the company blog. “With Amazon’s vast network of fulfillment centers, Amazon Style’s selection will be updated frequently so customers can discover new items each time they visit.”
The clothing store isn’t Amazon’s first foray into a brick-and-mortar fashion store, the retail conglomerate has opened brick-and-mortar grocery stores, bookstores, and in 2017 it bought Whole Foods Market.
In 2021, Amazon launched a hair salon in London for augmented reality hair consultations as well.
The National Retail Federation’s senior director of retail and consumer insights, Katherine Cullen, told GMA, “We’re seeing a lot of new terms come up, whether it’s hybrid shopping or cross-channel shopping, but really it boils down to this idea that we can’t separate online and offline anymore, those worlds get really blurry if someone orders an item online to pick it up in a store.
Just this week, online furniture giant wayfair also opened its first physical store in Massachusetts. Additionally, stores such as Nordstrom, Ulta Beauty, and Crate & Barrel have refined the hybrid shopping model of buy, deliver, and return as the customer desires.
Amazon is making progress on these new concepts primarily by leveraging its massive inventory.
Copyright © 2022, ABC Audio. All rights reserved.