Amazon’s physical clothing store, Amazon Style, is now open in the Los Angeles, California area of The Americana at Brand, the company announced today along with a video showing some of its employees.
It’s a new addition to Amazon’s line of physical locations, along with Whole Foods and its Amazon Go and Amazon Fresh grocery stores without an ATM. Amazon Style will include clothing from brands such as Levi’s, Tommy Hilfiger, Champion and more, and while it doesn’t include Amazon’s Just Walk Out technology, it will have regular employees to help you from start to finish.
Rumors of Amazon’s “department store” plan surfaced in September, with a report in the Wall Street Journal suggesting the store would use technology solutions to focus on customer convenience with stores in California and Ohio. In January, Amazon confirmed the name Amazon Style and announced the location of its “first physical clothing store” with a particular focus on minimizing the hassle of trying on clothes.
Amazon Style is equipped with technology designed to enhance the in-store shopping experience and eliminate additional steps. Each item of clothing in the store includes a QR code that customers can scan to select a list of clothes they would like to try on a tester or send directly to pick up to buy, eliminating the need to carry a lot of items. Another feature is that shoppers can pick up clothes at Amazon.com, send them to the store to try them on, and return an item right there if they don’t like it.
If you visit the store, the employees will pick up the clothes for the locker room and let you know when your clothes are ready to be tried on. Each locker room is also equipped with a touch screen monitor that will allow customers to order more items to try and / or rate selected items as they progress. Upon purchase, customers can use their Amazon account to pay the bill. According to Amazon, unlike its 24/7 website, this store is open 10:00 a.m. to 9:00 p.m., Monday through Thursday, 10:00 a.m. to 10:00 p.m. on Fridays and Saturdays, and 10:00 a.m. to 9:00 p.m. : 00 on Sundays.