According to foreign media reports , on May 25 , Amazon's first physical clothing store , Amazon Style , opened in California, USA , and the store has added new clothing from well-known brands and some new design works. Brands such as Levi's , Tommy Hilfiger , Pavoi , CRZ Yoga , and Champion have all been launched on Amazon Style , and more brands are expected to enter in the future.

In fact , this isn't the first time Amazon has invested in brick-and-mortar, Amazon Style is the latest addition to Amazon's brick-and-mortar lineup, following Whole Foods , cashierless Amazon Go and Amazon Fresh grocery stores. But overall, these brick-and -mortar stores are not very effective, and it can even be said that the investment failed.

Whether it is the clothing industry or other types of physical stores, in recent years, they have gradually shifted to the online front, and even become a trend. Under the general trend, why did Amazon choose to go against the trend and open the physical clothing store Amazon Style ? In fact, there is a lot of knowledge in it.

As an e-commerce giant, Amazon has made the improvement of Amazon Style more perfect. In addition, consumers are increasingly picky about clothing choices, and the return rate of online shopping remains high. Compared with online stores , Amazon Style has specific advantages and huge potential.

1. Fully intelligent equipment , convenient shopping

Each fitting room in the Amazon Style store is equipped with a touch screen. Customers can select styles and sizes by simply clicking on the large screen, and the selected clothing will be delivered directly to the fitting room. In addition, payment can also be settled through an Amazon account.

2. Personalized service, precise positioning

With the help of algorithms, Amazon Style can also provide customers with personalized recommendations and curated mixes. As customers scan favorites and adjust their selections, the app will also recommend items that match their preferences.

3. One-stop service

Store employees will serve customers throughout the process, including delivering merchandise to fitting rooms, assisting customers with checkout, and more. Customers do not need to go out of the fitting room . After selecting a product, they can record it through the app. The staff will send the corresponding product to the fitting room or the cashier according to the record, so that customers do not need to carry it with them and improve the shopping experience. As long as you stay in the fitting room, there is a constant flow of merchandise into the fitting room for you to try on.

4. Combining online and offline

In order to better complement online shopping, Amazon Style also allows consumers to select the products they want to try on the app in advance, and notify customers after the products are delivered to the physical store, effectively reducing the return rate of online shopping. Conversely, if you try on satisfied products in a physical store, customers can also choose to buy on the online platform and use the discounts on the platform .

This time , Amazon's bold attempt to physical clothing stores combines the rich selectivity of the online platform with the real experience of offline stores, providing customers with a new shopping model, and may also lead a new model of e-commerce. How it develops, we have to look down.