Ama­zon opens pop-up fash­ion shop in cen­tral Lon­don

The Malta Business Weekly - - NEWS -

Ama­zon has opened its first Bri­tish fash­ion store, in the form of a cen­tral Lon­don popup where the re­tailer is seek­ing shop­pers’ views on its cloth­ing ranges, prices and store ex­pe­ri­ence.

The Baker Street pop-up is the first of its kind in Europe. It will be open for a week, dur­ing which time it will host events in­clud­ing denim cus­tomi­sa­tion by Pepe Jeans, beauty trend dis­cus­sions with Vogue’s Jes­sica Diner, yoga ses­sions from De­li­ciously Ella founder Ella Mills and live mu­sic from singer-song­writ­ers Tom Gren­nan and Nao.

“This is a big learn­ing ex­pe­ri­ence for us to un­der­stand how Ama­zon fash­ion trans­lates in phys­i­cal re­tail,” said a spokes­woman for Ama­zon’s UK fash­ion busi­ness.

She said Ama­zon did not com­ment on its fu­ture plans but added: “Never say never on phys­i­cal fash­ion stores. We are al­ways look­ing for what is the next best thing for the customer and to give them what they want. We will see what the fu­ture holds.”

The fash­ion prod­ucts on sale at the pop-up will change ev­ery two days but in­clude a mix of Ama­zon’s own la­bels, such as Truth & Fable, Find and Mer­aki, as well as brands rang­ing from Calvin Klein to New Look.

Shop­pers can buy goods in the store and take them away in the tra­di­tional way or scan codes on prod­uct tags with Ama­zon’s mo­bile phone app or use in-store tablets to or­der for home de­liv­ery.

The spokes­woman said the com­pany would be hand­ing out ques­tion­naires to shop­pers in the store to gauge their re­sponse.

The ven­ture comes about a year af­ter Ama­zon opened a guer­rilla store in Lon­don for the Black Fri­day sale event, where it show­cased best­sellers in mock room sets and of­fered tu­to­ri­als from so­cial me­dia in­flu­encers Lottie Tom­lin­son and Gizzi Ersk­ine.

While tra­di­tional high street stores are suf­fer­ing, on­line fash­ion spe­cial­ists in­clud­ing Boohoo and its sis­ter brand Nasty­Gal, Miss­guided and Hush have used pop-ups to gain wider recog­ni­tion.

Ama­zon has a num­ber of per­ma­nent food shops af­ter buy­ing the or­ganic gro­cery spe­cial­ist Whole Foods Mar­ket, which has thou­sands of stores in the US and seven in the UK. In the US, Ama­zon is also ex­peri- ment­ing with high street book­stores and Ama­zon Go au­to­mated gro­cery stores, both of which are ex­pected to be tri­alled in the UK in fu­ture.

The re­tailer marked out fash­ion as a key growth area in the UK, along with gro­cery and de­vices such as Ama­zon Echo.

The spokes­woman said: “We know with fash­ion, cus­tomers love to touch and feel the prod­uct. We are def­i­nitely an e-com­merce brand and that is a part of ev­ery­thing we do, but we are ex­per­i­ment­ing and try­ing new things. The pop-ups we have done be­fore have been re­ally suc­cess­ful and we were ready to try it for fash­ion. It re­ally is a test.”

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