Amazon has turned the retail world on its head for the most part. But try as it might, there are certain retail experiences the company has not been able to tap into on the scale they had hoped. Clothing is one of them. But now, a new apparel model just introduced by Amazon threatens to change everything. Will this new model revolutionize retail clothing?
The new model combines the best of online shopping with the need to try on clothing before purchasing. Amazon’s roll-out of the concept is still too new to know how well it will do with customers. Quite frankly, it could go either way. We should know soon enough.
How It Works
Amazon’s model, dubbed ‘Amazon Style’, requires the establishment of small stores attached to warehousing space. Store shoppers can select items using the Amazon app, then choose to have the items sent to a fitting room or directly to the cash register. Shoppers are given a QR to guarantee they are matched with the items they selected from the app.
While in the fitting room, they can continue selecting items via in-room tablets. Those items will be delivered from the warehouse. Customers can continue requesting items, trying them on, and rating them. All the while, the app provides recommendations based on customer input.
When all is said and done, customers can move from the fitting room to the cash register. It is assumed they can make payments using their Amazon accounts should they choose to do so. However, that aspect is not clear.
Eliminating a Pain Point
Why come up with this new retail apparel model? To eliminate one of the pain points of online shopping. If you are buying something like a vacuum, you don’t necessarily need to handle it to make a decision. You look at its features and price. You read customer views. You can pretty much make a decision based on those three things. Clothing is different.
People tend to want to try clothing on before locking themselves into a purchase. You cannot do that online. Sure, a lot of retailers offer free returns if items don’t fit. But shipping things back is a hassle. It is inconvenient. Amazon has eliminated that pain point by setting up a retail location complete with fitting rooms.
So why not set up a normal retail operation? Because people like the convenience of shopping via an app. They find online shopping more convenient than visiting a store where they need to go through rack after rack to find nice pieces. Amazon Style honors that.
Exceptions to the Rule
It is probably safe to assume that people who use Amazon Style will do so mainly with items that have to be fitted. Needless to say, not all clothing fits into this category. There are exceptions to the rule. Take t-shirts and hoodies, for example.
T-shirts and hoodies are expected to be loose-fitting. They should not be contour-hugging articles of clothing. Furthermore, sizing doesn’t have to be as exact as it does with a dress or suit. According to the people behind the Umai boutique anime t-shirt brand, this explains why people are willing to buy t-shirts online sight unseen.
If you know your t-shirt or hoodie size, you can pick just about anything off the Umai virtual rack. Sizes don’t differ that much from one t-shirt brand to the next. But if you need to buy something that is a bit more form-fitting, being able to try it on first is a big plus. Amazon is counting on that for their new Amazon Style venture.
