Amazon to open fashion store where algorithms suggest what to try on

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Amazon.com Inc's recipe for the department store of the future includes algorithmic recommendations and what one corporate director called 'a magic closet' in the fitting room. The online retailer is making another push to grow its fashion business, announcing on Thursday (Jan 20) it will open its first-ever apparel store this year, with a tech twist. 'We wouldn't do anything...

A handout photo. Amazon.com Inc's upcoming physical fashion store and app are seen in this handout image obtained on Jan 19, 2022.Amazon.com Inc's recipe for the department store of the future includes algorithmic recommendations and what one corporate director called "a magic closet" in the fitting room.

At 30,000 square feet , the planned "Amazon Style" shop near Los Angeles is smaller than the typical department store. Model items are on the racks, and customers scan a code using Amazon's mobile app to select the color and size they would like. To try on the clothes, which are stored in the back, shoppers enter a virtual queue for a fitting room that they unlock with their smartphone when it is ready.

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

 

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