Amazon flexes retail muscle with physical clothing store – TechCrunch

Signaling its ambitions to make a dent in the apparel market, Amazon today opened its first physical clothing store, Amazon Style, in the Greater Los Angeles Area. Offering a twist on the traditional experience, visitors to the Glendale, California shop at The Americana At Brand use an app to scan codes on displayed items from Steve Madden, Levi's, Lacoste and other brands to send them directly to a fitting room or pickup counter. As TechCrunch previously reported, Amazon Style features hundreds of brands chosen by "fashion creators" and "feedback provided by millions of customers shopping on Amazon.com." Scanning the QR code next to an item pops up a selector for sizes and colors, as well as details such as customer ratings and adds the item to a list for later perusing. Amazon Style doesn't use the cashierless "Just Walk Out" tech found in Amazon Fresh and Whole Foods locations, instead opting for Amazon's controversial Amazon One palm recognition service.