In pictures: Amazon Style – the physical clothing store with tech-enabled fitting rooms

Amazon has opened its debut Amazon Style store – the first physical clothing store with tech-enabled fitting rooms, offering shoppers a fully personalised shopping experience as it focuses on modern technology and brand recognition.

The store, which is based in Los Angeles, allows customers to use an app to scan their chosen items. They can then choose to either have them sent to a fitting room or direct to the checkout counter.

Amazon Style app to scan clothes

Amazon Style customers can use an app to scan their chosen items.

Once inside the fitting room, a large touchscreen panel allows shoppers to browse additional clothing options. These can then also be ordered digitally and brought in for customers to try on.

Amazon's fitting room touchscreen

A large touchscreen panel allows shoppers to browse additional clothing options from the fitting room

A personal shopping feature within the Amazon Style app remembers clothing preferences and uses machine learning algorithms to find other options that fit the customer’s style.

READ MORE: Analysis: The rise and fall of Amazon’s 4-star, books and pop-up stores

Amazon Style will specialise in high-end products from Lacoste, Levi’s, Tommy Hilfiger and Steve Madden, among others.

Amazon Style fashion brands

Amazon Style will offer a range of high-end fashion brands.

Moving away from the ‘Just Walk Out’ payment technology used in Amazon Fresh stores, Amazon Style will use the Amazon One palm recognition service.

This contactless payment method works in the same way as fingerprint or facial recognition, taking payments direct from the shopper’s Amazon account. Payments can also be made from a standard card reader.

The bricks-and-mortar venture marks a U-turn for the ecommerce giant, after it recently announced that it would be permanently closing all of its 4-star, books and pop-up stores; a total of 68 locations across the US and UK.




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