Amazon is infamously known to be one of the biggest e-commerce companies in the world that provide products in almost every category you can think of. Their retail & fashion sections also prove to be lucrative and versatile which allows the consumer to search up any clothing item they want. In The Wall Street Journal, “Amazon is now the largest seller of clothing in the U.S. surpassing Walmart Inc. according to Wells & Fargo Inc.” A few years ago, Amazon created a new feature called Prime Wardrobe where you can “try before you buy” the clothes virtually on yourself through your phone. It allows you to choose an outfit from their selection of clothing and accessories by using Augmented Reality (AR) technology to see how it would look on you. Unfortunately, these services were only provided for Amazon Prime members. However, in recent news, it seems like Amazon is starting to step up its retail game which may lead to some interesting changes and competition for other retail brands.
Now Amazon is planning to create department stores with their apparel brand, along with high-tech dressing rooms. Their plan is for customers to use a smartphone app to scan a QR code of the clothing items they want to try on. Then, a store associate gathers the clothes for the customers in a dressing room. If the customer wants to try on more clothes, they can simply use a touchscreen to request more. The smart device would also recommend more clothes based on what you have already chosen to try on. Amazon’s advantages not only are high-tech, but also, they have access to sell hundreds of retail, fashion, and designer brands. This includes brands such as Amazon Essentials, Levi’s, Nike, Kate Spade, Good Threads, Calvin Klein, Hanes, Lark & Ro, and much more. However, a disadvantage is that they have had a tough time breaking into high-end fashion. Many luxury fashion brands such as Louis Vuitton, Chanel and Gucci, have decided to not sell their products on Amazon’s website. If you can find them on there, it is most likely fake or sold through by a third party seller. High-end or not, Amazon will still find a way to make a big statement in the fashion and retail world. They are constantly growing to improve their company and spreading their stores all around the country. It will be interesting to see how Amazon will develop its clothing department stores, and how other retailers will respond to it.
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