Amazon to open first in-person clothing store in Southern California

Amazon announced that it is planning on opening an in-person clothing store called “Amazon Style” in a mall in Glendale, Calif. later this year, according to The Associated Press.

The mega online retailer said that it will sell things ranging from men and women’s clothing to accessories, shoes and bags, according to the AP. 

Shoppers will be sent notifications while in the store that will recommend clothing styles to them, and the store will be stocked primarily with non-Amazon clothing brands.

The selection of clothing will be presented by fashion specialists who use algorithms from feedback on Amazon.com in order to put together outfits they believe will perform best, according to the AP. The store will also be able to cut back on its total size because it will only have outfits on display in the storefront, with the inventory for customers to purchase set in a backroom, somewhat similar to how some products in IKEA stores operate, with furniture out for display but selections in a warehouse area for shoppers to bring home. 

The store will be about the size of a Kohl’s at 30,000 square feet, according to the AP, though it will be a third the size of a traditional department store like Macy’s. 

Simoina Vasen, managing director of Amazon Styl,e did not provide further comments on the store, nor did Amazon provide an exact date for the store’s opening day, reports the AP.

Amazon’s announcement comes at a time when in-person retailers continue to struggle as online ordering takes over the fashion market. The pandemic has worsened the conditions for clothing retailers and just the year, the AP reports that Amazon had taken over Walmart for the U.S.’s top clothing store.