Amazon is all set to launch its first bricks-and-mortar clothing store in Los Angeles later this year. Dubbed Amazon Style, the store will let customers use the retailer’s app to scan QR codes of garments. The customers can choose from the SKUs and have the items sent to fitting rooms.
“Our machine learning algorithms produce tailored, real-time recommendations for each customer as they shop,” Amazon said.
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Customers will be able to share style preferences in the app and get customized recommendations. The app will also allow people to see reviews about items from other shoppers. Touchscreens inside fitting rooms will let people continue shopping, where items will be ‘delivered’ in a few minutes to try on. “This fast delivery is made possible by Amazon Style’s on-site operations, with advanced technologies and processes used in Amazon fulfillment centers,” the company said.
The move to expand its retail presence with a physical clothing store comes in the wake of authorities pulling the retail giant over its monopolistic practices.
Amazon’s 2017 acquisition of the Whole Foods Market grocery chain for $13.7 billion significantly expanded the e-commerce giant’s presence in physical retail.