Amazon is permanently closing its physical fashion stores Amazon Style

Amazon is reversing its commitment to physical retail. The company announced the closure of its two Amazon Style stores. They were able to find clothing for men and women, as well as shoes, jewelry, and beauty products, ensuring that they would offer something to their customers a personalized, inspiring and convenient shopping experience. Shoppers can tap a button in the app to send an item to a fitting room or directly to the pickup counter if they’d rather not try it on.

The company launched this concept in January 2022. It currently has two locations in Columbus, Ohio and Glendale, California. Both will close their shutters on November 9th.

The closure of Amazon Style is the American multinational’s latest strategy. In 2022, the company closed most of its physical stores of different formats, such as Amazon Books bookstores, Pop-up stores and your favorite 4-star Amazon product stores.

New technology

From now on, Amazon will focus on strengthening its online fashion shopping experience. For that, will expand its product selection and introduce new technologiessuch as virtual shoe and glasses fittings and size recommendations.

The company’s new commitment to the online experience is to launch more fashion and beauty brands. Of particular note are the integration of the Coach and D’Amelio Footwear brands and the expansion of the collaboration with Victoria’s Secret. On the other hand, store employees will be relocated within Amazon.

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