The approximate 30,000sq ft, two-level store — Amazon’s first brick-and-mortar location dedicated to apparel and accessories — is located at The Americana at Brand, an upscale lifestyle centre in Glendale, California.
Titled Amazon Style, the store features a sleek, modern design. It offers men’s and women’s apparel from a wide assortment of popular and premium brands that range from Calvin Klein and Levi’s to Vince, Equipment and Theory. The selection also includes brands never before featured in a physical store, such as CRZ Yoga, and top Amazon brands including Amazon Essentials, The Drop, Amazon Aware and more.
In addition to apparel, shoes and accessories, the store features select products across skincare, haircare, bath and body, and cosmetics. There is also a “Sales & Deals” section. Shoppers scan the QR code to find out what’s currently on sale. Curated personalized items are also listed.
Amazon Style has a similar look and feel to other upscale apparel stores. But it stands out from the competition in the way it blends technology into the shopping experience. Using machine-learning technology to help customers find clothes and personalize recommendations, Amazon Style succeeds in combining the personalization and convenience of e-commerce with the immediacy of brick-and-mortar shopping.
