Amazon.com Inc. will launch a clothing store with the first location in Glendale.
Amazon Style, the e-commerce giant’s first foray into brick-and-mortar apparel retail, will open at the Americana at Brand outdoor mall later this year. The shopping experience will feature app-based enhancements in a move the mall’s developer calls as an “innovative” addition.
The sales floor will have traditional mannequins wearing pre-styled outfits, with QR codes that shoppers can scan for more size and color options. Machine learning through the Amazon Shopping app will offer shoppers personalized suggestions as they scan styles they like in the store.
Through the app, customers will be able to send items to a fitting room, where they can use a touchscreen to browse more options, rate items and request more sizes or styles that are delivered directly to their room, according to a statement announcing the new store.
“Once again, the most innovative companies in the world have chosen to launch their latest retail concepts with us,” Rick Caruso, chief executive of mall owner Caruso, said in a statement.
Caruso properties have been adding Amazon storefronts consistently over the last several years. An Amazon 4-Star store, featuring trending items from Amazon, opened at the Americana at Brand in 2019. Amazon Books locations opened in 2018 at Caruso’s Palisades Village and Waterside at Marina Del Rey.
The Promenade at Westlake and Encino Marketplace will both see Amazon Fresh locations open later this year.
“Our passion for innovation hasn’t stopped since we changed the face of retail over 20 years ago, and we have long been the first choice for digitally native brands entering the brick-and-mortar space,” Caruso’s statement continued. “We seek out brands that share our values and customer-obsessed mission and know that Amazon Style will introduce a new gold standard in personalized guest experience.”