Are you currently in London this week? If so, you have a unique opportunity to visit the new Amazon Fashion pop-up store, the latest venture of the e-commerce giant in the world of physical retail. Located on Baker Street, in the heart of London, this temporary boutique is a one-of-a-kind initiative in Europe. The main goal of the store is to replicate the strengths of Amazon Fashion’s online platform – a curated selection of products, an enhanced shopping experience, and flexibility – in a physical store setting. In order to achieve this, Amazon has focused on three key retail strategies.
One of the main features of the Amazon Fashion store is its hyper turnover of collections. Each day, the store offers a new selection of women’s and men’s clothing. The collections are divided into three consecutive themes, starting with fall/winter trends, then transitioning to fitness and well-being, and concluding with a selection dedicated to Party & Streetwear. If you happen to miss a specific theme, tablets in the store allow you to view all pieces that were presented throughout the operation. Featured brands include popular names such as Calvin Klein, Tommy Hilfiger, Love Moschino, and Filipa K, as well as Amazon Fashion’s own brands like Find and Truth & Fable.
The Amazon Fashion pop-up store also emphasizes the concept of retailtainment. Throughout the five-day duration, there will be a series of events and activities taking place in the store. This includes jeans customization by Pepe Jeans, DJ sets, acoustic concerts, exchange sessions in partnership with Vogue Beauty, presence of influencers, beauty bags, and masterclasses on topics like yoga and dietetics. Customers will also have access to personalized services during their shopping experience, such as assistance from Amazon Fashion stylists, a juice bar, and a beauty makeover workshop.
In terms of payment options, customers can choose between traditional payment methods or using the Smile Code. The Smile Code is a QR code scanning technology developed specifically for the Amazon mobile application. By using this feature, customers can place orders and have their purchases delivered to their home or an Amazon Locker, making the shopping experience more convenient.
The Amazon Fashion pop-up store is not Amazon’s first foray into physical retail. The company has previously experimented with initiatives like the Guerilla Store in London for Black Friday, as well as the acquisition of Whole Foods Market stores and the launch of Amazon Go automated grocery stores in the United States. Most recently, Amazon introduced Amazon 4-Star, where products with a 4-star quality rating on the e-store are featured in dedicated corners.
It remains to be seen what the future holds for Amazon Fashion in the physical retail space. However, as Harriet Oakman stated, “never say never to physical fashion stores.” Whether or not this pop-up store leads to permanent physical locations for Amazon Fashion is yet to be determined.
If you’re in London this week, don’t miss out on the opportunity to visit the Amazon Fashion pop-up store. It is located at 35 Baker Street, W1U 8EN, London and will be open from October 23rd to 27th.
For more information, visit:
– [Amazon Fashion](https://www.amazon.co.uk/b?ie=UTF8&node=15073813031)
– [Amazon Smile Code](https://www.amazon.com/gp/help/customer/display.html?nodeId=201997090)
