Amazon opened its first physical clothing store Amazon style in Greater Los Angeles on May 25 local time, which shows its ambition to make a difference in the clothing market It is reported that Amazon style features hundreds of brands selected by "fashion creators" and "feedback from millions of customers shopping on amazon.com".
When the consumer scans the QR code next to the product, a size and color selector and customer evaluation will pop up. In addition, the product will be added to a list for later browsing.
Instead of using Amazon fresh and whole foods's cashless "just walk out" technology, Amazon style chose Amazon one, a controversial palm recognition service. But there is an artificial intelligence element.
The fitting room can be unlocked through the application and adopts a touch screen that allows shoppers to continue to ask for fitting. Goods found in the store can be purchased online or in the store. No matter what shopping method consumers choose, they can be returned in the store.
Amazon has been experimenting with technology in the field of fashion for many years, especially echo look, which is a discontinued networked camera - a combination of human and machine intelligence, which can recommend styles, filter colors of clothes and track items in customers' closets. Through the combination with prime wardrobe, echo look brings consumers a project similar to that provided by stitch fix and trunk club, which allows users to try on clothes and send back things they don't want to buy.
Wells Fargo reported that in March 2021, Amazon overtook Wal Mart to become the largest clothing retailer in the United States, partly due to the online ordering boom related to the pandemic. Analysts at the bank estimate that Amazon's clothing and footwear sales in the United States exceeded $41 billion last year - including through third-party sellers.
Amazon has not been very successful in physical stores. Recently, the company announced that it would close dozens of physical bookstores and pop-up kiosks to focus on other areas of retail business. Nevertheless, Amazon's physical stores generated about $4.68 billion in revenue in the fourth quarter of 2021.