Amazon is opening its first-ever Amazon Style physical clothing store with the promise of a high-tech shopping experience, confirming a rumor from last year. It will offer brands consumers “know and love,” according to Amazon, and an app will let you choose an item, size and color and send it directly to a fitting room or pickup counter. The first store is coming to The Americana at Brand in Los Angeles sometime “later this year,” the company said.
Amazon said it will offer “hundreds of brands” chosen by fashion creators and “feedback provided by millions of customers shopping on Amazon.com.” It didn’t specify which, but its online store currently carries products from designers like Oscar de la Renta, Altuzarra and La Perla. However, many luxury and high-end brands have resisted listing goods online with Amazon.
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