Amazon opens its first brick-and-mortar fashion store today at The Americana at Brand, a shopping complex in Glendale, California. Announced earlier this year, the physical retail experience is described as a mix of Amazon Style app-based interactions, in-store styling-and-fitting services, online-to-IRL try-ons, and Amazon One palm-recognition-based checkouts—a blend of data-driven technology that makes the customer journey unique in the fashion space.
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