clothing

Tour the First Amazon Style Clothing Store in LA

Table of Contents

That includes ordering items to fitting rooms.



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The new Amazon Style store is the behemoth retailer’s first foyer into brick-and-mortar clothing stores.

The Amazon Style store.



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It looks like a cross between Urban Outfitters and an Apple store.

The Amazon Style store.



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When I entered the store, I was greeted by cheerful employees.

The Amazon Style store.



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It was like if Trader Joe’s employees were selling you clothes.

The Amazon Style store in Los Angeles.



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The gist is this: There are no sizes available on the showroom floor.

The Amazon Style store.



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If you want to try something on, instead of the usual act of schlepping through sizes to find yours, you just scan the QR code attached to the clothing item.

The Amazon Style store.



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You simply add your size to a dressing room, then the app alerts you when the room is ready for you.

The Amazon Style store.



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I went to the store with my 18-year-old sister (it’s probably not a coincidence that this is the first story she’s joined me on).

The Amazon Style store.



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A few times, she turned to me and said: “I feel like we’re in the future.”

The Amazon Style store.



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We were both expecting the store to be full of fast-casual Amazon-brand clothing, but that wasn’t our experience at all.

The Amazon Style store.



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There were bright, cheerful displays advertising different clothing vibes.

The Amazon Style store in Los Angeles.



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“CASUAL DRESSES,” read one sign.

The Amazon Style store.



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“Hi, that’s for me,” my Gen Z sister said. She promptly walked away from me and toward it.

The Amazon Style store.



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As we wove our way through the women’s section, I was surprised at just how many different styles of clothes were available.

The Amazon Style store.



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There were dresses, jackets, jeans, and shirts.

The Amazon Style store.



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In the middle of the women’s section was a large display advertising “influencer looks.”

The Amazon Style store in Los Angeles.



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The displays had specific QR codes that would take you to that influencer’s favorite Amazon-supplied clothing.

The Amazon Style store.



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I didn’t know who the influencers were. Neither did my sister, but their choices were cute.

The Amazon Style store.



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The whole experience was wildly sleek. I decided to try something on to get the full vibe.

The Amazon Style store.



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I scanned the QR code attached to the jean jacket I wanted to try on and chose my size.

The Amazon Style store.



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The Amazon app asked me if I needed an accessible fitting room and what gender clothing I most wore.

The Amazon Style store.



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Then, it informed me that there would be more items waiting in the fitting room that they thought I would like.

The Amazon Style store.



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(Who is “they”? The algorithm is powerful.)

The Amazon Style store.



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I locked my phone and kept browsing, but I wasn’t totally sure how I’d know when the fitting room was ready.

The Amazon Style store.



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Did I need to go up to talk to an attendant? That felt unlikely.

The Amazon Style store.



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Did I need to keep checking the app? I wasn’t sure.

The Amazon Style store.



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I checked every few minutes, until 10 minutes later, it said my fitting room was ready.

The Amazon Style store.



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I beckoned my sister, and we went upstairs to the second set of fitting rooms.

The Amazon Style store.



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It was decorated almost like an Anthropologie store, with different-sized mirrors, magazines, and botanic wallpaper.

The Amazon Style store.



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I walked to the room assigned to me and pressed “unlock your room.”

The Amazon Style store.



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That’s the only moment when the whole sleek experience got a little clumsy.

The Amazon Style store.



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There isn’t very good cellular service in the Glendale Galleria, and my phone was struggling to connect enough to unlock the door.

The Amazon Style store.



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After waiting a minute or two, my sister suggested I look for an Amazon WiFi connection, which I did.

The Amazon Style store.



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It required joining an “unprotected” WiFi network, but it solved the problem quickly. The door was soon unlocked.

The Amazon Style store.



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The fitting room was spacious and had a screen welcoming me in. “GET STARTED!” urged the touchscreen.

The Amazon Style store.



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On the left side of the room was a rack with the jacket I’d chosen (and three others the algorithm thought I might like).

The Amazon Style store.



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Through the touchscreen, I chose another sweatshirt and requested it to be delivered to my fitting room.

The Amazon Style store.



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Then things got really futuristic — or maybe my sister and I were just easily impressed.

The Amazon Style store.



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On the far side of the fitting room was a closet.

The Amazon Style store.



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When you order something else to try on while you’re already in the fitting room, an employee delivers the article of clothing through the other door of the closet.

The Amazon Style store.



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