Amazon Opening Store With ‘Magic Closet’ Fitting Rooms In California

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Amazon announced on Thursday, January 20, it plans to open a clothing store in a Southern California mall later this year that will be called Amazon Style.

According to AP News, the store will open at Americana at Brand, a mall in Glendale, and will sell women's and men's clothing as well as shoes and other accessories.

The online retailer explained its algorithms will offer real-time recommendations as shoppers scan items that they see. Shoppers will also have the opportunity to fill out an online survey of their style and fit preferences.

The store will be about 3,000 square feet and offer more than double the number of styles compared to traditional stores because only one of each piece of clothing will be displayed and the rest will be stored in the back room.

Shoppers will be able to send items directly to fitting rooms to the store's counter. In the fitting room, people will also be able to request other items using a touchscreen.

“Amazon Style completely reimagines what’s possible in the fitting room, turning it into a personalized space where customers can continue to shop a seemingly endless closet of great styles,” Simoina Vasen, managing director of Amazon Style, wrote in an Amazon blog.

Experts are warning Amazon's entry into malls could be another threat to traditional clothing sellers due to the data and shopper insights the company may gain.

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