Amazon launching first-ever clothing store with advanced fitting rooms

Amazon is venturing into a new business, and it is something that it has never done before. The e-commerce and tech company is opening its very first clothing store in Southern California.

What's more, this is not an ordinary fashion retail house for men's and women's apparel, shoes, and accessories, because it is a brick and mortar store that will be equipped with high-tech fitting rooms, which are not common today.

Shoppers can use their smart mobile phones while they shop in the store. They can pick colors and sizes and notify store assistants to get an item for them and place those in their fitting room.

Shopping for clothes is further made easier through the personalized recommendations that shoppers can get when they use their phones. They can browse for clothes and items at Amazon Style, and based on their browsing history. The shopping app will suggest styles that they may like. The concept of the new Amazon clothing store is said to be the company's latest experiment in the physical retail business.

"Amazon Style is built around personalization. Our machine learning algorithms produce tailored, real-time recommendations for each customer as they shop," Amazon stated in a blog post. "As customers browse the store and scan items that catch their eye, we'll recommend picks just for them. For an even more tailored experience, customers can share information like their style, fit, and other preferences to receive more refined recommendations."

The store will also offer a mix of well-known as well as upcoming clothing brands. Most of them will be sold at very affordable price ranges. Customers can buy their clothing and accessories at Amazon Style's roughly 30,000 square feet retail store. This is spacious and said to be equivalent to the size of a typical T.J. Maxx location.

Finally, according to CNBC, Amazon is opening its first physical clothing store that will be called the "Amazon Style." The first outlet is located in Glendale, California, and as announced on Thursday, Jan. 20, it will officially open later this year. To be more exact, the company is setting up the Amazon store at Americana at Brand mall in the said state.