Clothing, Amazon the right partnership?

Amazon, mostly known as an e-commerce retailer, primarily known for selling books, has also managed to penetrate other industries — such as pharmaceutical, groceries, OTT among others has made another big splash into another industry.

That’s right — they have entered the apparel space by opening a physical location in Glendale, California [1]. The clothing store, known as “Amazon Style”, will focus on Clothing, Shoes, and Accessories, according to ABC7 [1]. The 30,000 square foot store will be surrounded by other established major retailers, such as Nordstrom, J. Crew, H&M among other brands. [1].

The article lays out the customer experience: [1]

1. Most of the clothing will be kept at the back of the store, while only 1 piece will be kept on the “floor.” From a marketing and branding standpoint, this is pretty good because it will force consumers to explore the store and the pathway in its entirety.
2. Customers will have to buy through the Amazon. From a Key Performance Indicator (KPI) perspective, this will help Amazon drive more traffic to their Shopping App, while also having a large influence on different customer-friendly services that they will offer in the near future based on the ROI provided, with demographics playing a central role.
3. If the customer chooses to try something on, they can simply go to the “fitting room” area, along with the ability of a personalized touchscreen where they can provide feedback to the employees in real-time (ex: size change, color change, style change.). By having the personalized touchscreen, it will enhance the shopper’s buying experience.
4. The store will offer established brand-apparel as well as Amazon-branded items.

Image taken from USA Today Website.

Sources:

[1] Amazon Style clothing store to open next to Nordstrom and JC Penney in Glendale — ABC7 Los Angeles

[2] Amazon Style Image, USA Today.

Tej Yale is the Founder/CEO of ThinkImpact Inc, a Marketing Company based in Rochester Hills, Michigan. They offer Social Media Management, Content Management, Graphic Design, Event Promotion, Website Development, Marketing Consulting, Project Management, Business Support.

You can learn more at www.thinkimpact1st.com