Dress to Impress

The brick-and-mortar store melds tech expertise with consumers’ desire to touch and try on clothing before purchase

Published

2 years ago

January 31, 2022

Jennifer Acevedo VMSD Jan-Feb 2022

LEVERAGING ITS POSITION as the No. 1 apparel retailer in the U.S. (per Wells Fargo), e-commerce giant Amazon (Seattle) once again doubled down on physical retail with its latest effort, Amazon Style. The brick-and-mortar store melds tech expertise with consumers’ desire to touch and try on clothing before purchase.

The first location opens later this year in Los Angeles shopping, dining and entertainment center The Americana at Brand. Using the Amazon Shopping app, customers can send items to a fitting room outfitted with a touchscreen to view additional options, rate items and request different sizes or styles to be delivered to the room in minutes.

As shoppers browse the store, machine learning algorithms make personalized, real-time recommendations, suggesting items that match their style, fit and other preferences.

The concept extends the customer journey beyond the lease line, combining the best aspects of physical and digital retail for a peek into the future of the shopping experience.

MasterClass: ‘Re-Sparkling’ Retail: Using Store Design to Build Trust, Faith and Brand Loyalty

HOW CAN WE EMPOWER and inspire senior leaders to see design as an investment for future retail growth? This session, led by retail design expert Ian Johnston from Quinine Design, explores how physical stores remain unmatched in the ability to build trust, faith, and loyalty with your customers, ultimately driving shareholder value.

Presented by:
Ian Johnston
Founder and Creative Director, Quinine Design