The two Amazon Style stores offered a new techie look to consumers, but couldn’t connect.
spokesperson Kristen Kish said the company would instead “focus on our online fashion shopping experience, where we’re offering new, exciting selection at great value and introducing innovative technology to meet the needs of every customer.”
The first Amazon Style outpost opened in May last year in the Americana at Brand center near Los Angeles, offering what amounted to a 30,000-square-foot retail experiment. But each style had just one sample on the floor and shoppers would scan a QR code and have their size sent to a dressing room. Additional items, picked by algorithm, would also be waiting for them to try on.
“However, in our view, the automation of the fitting rooms is an over-engineered solution in search of a problem,” Saunders said. “Amazon is simply trying to reinvent something for the sake of reinvention and ended up with a business model that was more complex and costly than a regular clothing store.”
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