- Despite its expansion plans, Amazon posted losses of $3.844 billion last quarter.
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| Amazon Style, physical store in Los Angeles |
The e-commerce giant Amazon opened this Wednesday its first physical fashion and accessories store in a shopping center in Los Angeles (USA), a pilot project before its expansion plans.
Baptized as Amazon Style, the store sells women's and men's clothing, shoes, accessories, and cosmetic products with the peculiarity that there is only one display of products that the customer must scan with their mobile phone using a QR code.
After scanning, store visitors will be able to choose their model and size, which will automatically be sent from the warehouse to a personalized dressing room.
What, where, and how to buy
The store's 40 fitting rooms are equipped with touch screens from which it is possible to order other products, sizes, or colors, and leave reviews of the items, as well as request recommendations.
The vast majority of Amazon Style's catalog is made up of external brands but it will also offer garments from its own collection.
Located in The Americana at Brand mall, one of the largest in Los Angeles County, the business shares space with other fashion giants like H&M, Zara, and Nordstrom.
"We know that customers like to combine online purchases with physical ones, in addition to touching and trying the products, so Amazon's physical stores want to give more options on what, where, and how to buy", explained the director of Amazon Style, Simona Vasen.
Personalized Recommendations
Other brands such as Nike, American Eagle, and Zara have already opened stores with interactive changing rooms and QR codes.
However, Vasen pointed out that, like Amazon's e-commerce portal, the store will have an algorithmic system that will offer personalized recommendations to users and, in addition, the labels will change their prices at the same time as the website.
The opening of Amazon Style comes weeks after the company closed fifty stores and bookstores in the US to focus on physical businesses through its three supermarket chains, Amazon Fresh, Whole Foods Market, and Amazon Go.
At the moment the company, which recorded losses of 3,844 million dollars last quarter, has not decided on the expansion plans for Amazon Style in the US or in other parts of the world.