Amazon Style Store

Amazon Just Opened a (Real) Clothing Store

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Amazon is entering yet another new market for shopping, but it's not strange or unique — it's a clothing store. Shoppers can now visit Amazon's newly opened store, Amazon Style, at The Americana at Brand in Glendale, California.

The behemoth online retailer is going full circle with the bricks-and-mortar store where shoppers can actually examine, feel, and try on clothing, shoes, and accessories. How quaint.

The first Amazon Style is opening right next to stores like JCPenney and Nordstrom that have been under constant pressure from the e-commerce giant. It carries a variety of brands including Levi's, Calvin Klein, Rebecca Taylor, and Lacoste, along with Amazon's private-label merchandise. The store also accepts returns of items purchased online or in-store.

Shopping at Amazon Style is a little bit different than what you're used to, though. Only one example of each item is on display. Shoppers scan a QR code using their phone that sends the item to a pickup counter or directly to a fitting room. Touch screens inside the fitting rooms allow customers to request different sizes or colors and review suggestions of similar items they may like.

Amazon is already the largest clothing retailer in the U.S., but a majority of clothing sales — 85% — still happen in bricks-and-mortar stores, a market segment that the company is attempting to crack. 

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