Amazon wants to go to the analog fashion bus

After Amazon has pushed many smaller retailers to the brink of their existence with its online offer, the US company now wants to rely more on physical business.In the past, the Jeff Bezos company has therefore already experimented with books and supermarkets without a health insurance staff.

Now with “Amazon Style” there is a next step in the ongoing expansion of Amazon.As the company announced on Thursday, the first branch of the fashion chain in a suburb of Los Angeles will open in the course of the year.In the range, the shop has clothing, shoes and accessories from various price ranges for women and men.

"For every budget something there"

"You will find everything from the classic ten-dollar jeans to designer pieces to timeless pieces," Simoina Vasen told CNBC.According to the manager of the clothing business, you want to have something in the range for every budget.In addition, “Amazon Style” relies on the latest technology to “solve problems of classic retail” ”.

So the smartphone will probably be the most important tool of shopping enthusiasts.Every garment will be exhibited in the store exactly once.So the business saves valuable shop space, and customers no longer have to fight through overloaded clothes racks, as Vasen says.

Dresses are delivered to the cabin

If you need a different size, scan a QR code, whereupon the garment in the right size from the goods warehouse is provided.The changing rooms are equipped with touch screens on which other sizes or colors can be ordered.In theory, the changing room no longer has to be left to search for more clothes or ask someone for help.

With “Amazon Style”, the online giant wants to further expand its position in the fashion sector.According to the figures from Wells Fargo, Amazon Walmart replaced his supremacy in retail last March, and the division grew 15 percent compared to the previous year to over 41 billion.The new clothing shops should primarily aim at shoppers and shoppers who usually don't buy their clothes from Amazon.

(L'Essintiel/Benedikt Hollenstein)