Amazon is planning to open its first fashion storefront

Amazon is planning to open its first fashion storefront Amazon is turning one of its virtual entities into a reality — once again.

Amazon is planning to open its first fashion storefront.Last month, the e-commerce giant announced plans to launch a 30,000-square-foot brick-and-mortar fashion storefront called Amazon Style sometime in 2022. It’ll be located in The Americana at Brand mall in Los Angeles next to traditional retail brands like Nordstrom, J. Crew, Urban Outfitters and H&M. Learn more

Amazon is planning to open its first fashion storefront. According to the company, the Amazon Style floor will only feature one of each product for sale — much like a typical shoe store. Customers will scan an item’s QR code in an accompanying app to request different sizes or colors, which they can then pick up at a counter or in a fitting room that’s also equipped with touchscreens.

The goal is to display more styles “without requiring customers to sift through racks to find that right color, size and fit,” Amazon Style managing director Simoina Vasen told CNBC last month.

It’s an audacious concept. Here’s what it’ll look like, according to the company’s renderings:

Mixing retail and e-tail

Amazon’s website offers countless items made by countless different fashion brands. The new storefront will have to pick and choose its inventory more sparingly.

According to the company’s announcement, the store will focus on apparel, shoes and accessories selected by “fashion curators and feedback provided by millions of customers.” It noted that the store will carry labels customers already “know and love,” but didn’t name any specific designers.

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