This week, Amazon unveiled its first “retail experience” in Los Angeles, launching a high-tech brick-and-mortar store called Amazon Style.

Located at the Americana at Brand in the Los Angeles suburb of Glendale, Amazon Style is their first-ever physical fashion store. The customers can find a variety of women’s and men’s apparel, shoes, and accessories. The main objective of this technology-driven store is to implement actual shopping with an app-based experience.

Image Credit: Amazon

The 30,000-square-foot store looks like any other shopping center clothing store. However, this advanced model allows customers to browse through the Amazon Style app by scanning an item’s QR code and try on their selections. There are several fitting rooms – all equipped with touchscreens to request more styles and sizes to be sent to their fitting room closet in minutes.

Image Credit: Amazon

Customers can also send products they want to a pickup counter so they don’t have to stroll around with possible purchases. The store sells a variety of brands, including Lacoste, Champion, and Levi’s, as well as Steve Madden, Tommy Hilfiger, and others. According to the brand, prices would range from more affordable to higher-end items.

Image Credit: Amazon

The retailer’s latest foray into real storefronts is The Americana at Brand, a big shopping mall in Los Angeles. Amazon also owns and operates the cashier-free grocery stores Amazon Go and Amazon Fresh, as well as Whole Foods.

Article published by HOLR Magazine