Amazon to Open First-Ever Fashion Store Where Algorithms Suggest What to Try On


Amazon’s recipe for a future department store includes algorithmic recommendations and what a corporate director called “a magic closet” in the fitting room.

The online retailer is making another effort to grow its fashion business, announcing on Thursday that it will open its first apparel store with a technological twist this year. “We won’t do anything in physical retail until we think we can significantly improve the customer experience,” said Simonina Wassen, a managing director.

Of 30,000 square feet (2,787 sq m), planned”heroine Style” shop is smaller than a typical department store near Los Angeles. Model items are on racks, and customers scan a code to select a color and size using Amazon’s mobile app. Clothes to try on , who are in the store behind, shoppers enter a virtual queue for a fitting room which they unlock with their smartphone when they are ready.

Inside, the dressing room is “a personal space for you where you can continue shopping without ever leaving,” Vasan said. Each has a touchscreen that lets shoppers request more items which employees deliver “within minutes” in a secure, two-sided closet.

“It’s like a magic closet with a seemingly endless selection,” Vasan said.

The touchscreen also suggests items to shoppers. Amazon keeps a record of every good customer it scans so its algorithms personalize clothing recommendations. Buyers can also fill out a style survey. By the time they get to a fitting room, employees have already submitted customers’ requested items and others that Amazon has selected.

Amazon said shoppers can opt out with the help of a concierge.

Amazon has unveiled technology to help customers choose outfits first. The company has crossed walmart As the most-purchased clothing retailer in the United States, according to analyst research.

But it still has room to expand and compete with the likes of Macy’s and Nordstrom, which have opened smaller-format stores. Amazon’s lineup of physical grocery and convenience stores has yet to outpace brick-and-mortar retail.

The company’s new stores aim to attract a wider range of shoppers with hundreds of brands, Vasan said, to name examples.

Vasan said it has hundreds of affiliates, and like some Amazon stores, there’s no cashier-less checkout. Nevertheless, using the biometric system known as Amazon One, customers can pay with the swipe of their palm.

© Thomson Reuters 2022