| Amazon announced plans to launch Amazon Style, a store that sells clothing, shoes, and accessories in an upscale Los Angeles shopping center. The experience is made possible with the mobile app Amazon Shopping, which allows in-store consumers to take actions such as sending an item to a fitting room or getting real-time recommendations.
As around 62.1% of US apparel and accessories sales will occur offline this year, according to eMarketer's estimates, a hybrid experience could broaden the retailer's appeal and ultimately boost its apparel sales.
However, increasing sales is not the sole driver behind the store. "Amazon Style will allow the retailer to gather valuable information about consumers and their offline shopping habits, as well as provide a testing lab where it can experiment with in-store technology," said Zak Stambor, eMarketer senior analyst at Insider Intelligence. | |
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