Amazon's first stab at IRL apparel shopping will come Glendale, California, later this year in the form of a brick-and-mortar clothing store, the company said Thursday. And it will bring a flavor of online shopping to the in-person experience.
On the store floor, shoppers will use the Amazon app to select clothes they'd like to try on. The clothes will then be delivered to a changing room or checkout counter by a store employee. Shoppers will be able to receive personalized recommendations too.
"Using the Amazon Shopping app, customers can send items to a fitting room, where they can use a touchscreen to browse more options, rate items, and request more sizes or styles that are delivered directly to their room within minutes," the company said.
Deliveries to fitting rooms closets will be made using the "advanced technologies and processes used in Amazon fulfillment centers," the company said. Amazon's warehouses have been subject of controversy over their labor practices.
This isn't the first time Amazon has taken its online shopping experience to the real world. Amazon owns grocery chain Whole Foods and has opened Amazon brick-and-mortar stores where customers can purchase books, groceries, grab-and-go food and top-rated items from the online store.
A video posted to YouTube shows a shopping experience conducted largely through a smartphone and touchscreen in the changing room.