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Tour the First Amazon Style Clothing Store in LA

June 10, 20221 min read Theola Andreessen

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That includes ordering items to fitting rooms.

The Amazon Style store.



Fortesa Latifi


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

The Amazon Style store.



Fortesa Latifi


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

The Amazon Style store.



Fortesa Latifi


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

The Amazon Style store.



Fortesa Latifi


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

The Amazon Style store in Los Angeles.



Fortesa Latifi


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

The Amazon Style store.



Fortesa Latifi


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.



Fortesa Latifi


When you scan the code, an Amazon link pops up on your phone and takes you to the online store.

The Amazon Style store.



Fortesa Latifi


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.



Fortesa Latifi


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.



Fortesa Latifi


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

The Amazon Style store.



Fortesa Latifi


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.



Fortesa Latifi


There were bright, cheerful displays advertising different clothing vibes.

The Amazon Style store in Los Angeles.



Fortesa Latifi


“CASUAL DRESSES,” read one sign.

The Amazon Style store.



Fortesa Latifi


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

The Amazon Style store.



Fortesa Latifi


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.



Fortesa Latifi


There were dresses, jackets, jeans, and shirts.

The Amazon Style store.



Fortesa Latifi


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

The Amazon Style store in Los Angeles.



Fortesa Latifi


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

The Amazon Style store.



Fortesa Latifi


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

The Amazon Style store.



Fortesa Latifi


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

The Amazon Style store.



Fortesa Latifi


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

The Amazon Style store.



Fortesa Latifi


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

The Amazon Style store.



Fortesa Latifi


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.



Fortesa Latifi


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

The Amazon Style store.



Fortesa Latifi


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.



Fortesa Latifi


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

The Amazon Style store.



Fortesa Latifi


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

The Amazon Style store.



Fortesa Latifi


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

The Amazon Style store.



Fortesa Latifi


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

The Amazon Style store.



Fortesa Latifi


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

The Amazon Style store.



Fortesa Latifi


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

The Amazon Style store.



Fortesa Latifi


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

The Amazon Style store.



Fortesa Latifi


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.



Fortesa Latifi


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

The Amazon Style store.



Fortesa Latifi


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

The Amazon Style store.



Fortesa Latifi


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

The Amazon Style store.



Fortesa Latifi


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.



Fortesa Latifi


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

The Amazon Style store.



Fortesa Latifi


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

The Amazon Style store.



Fortesa Latifi


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

The Amazon Style store.



Fortesa Latifi


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.



Fortesa Latifi


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