Retail major Amazon has forayed in offline space in Europe with its newly launched British fashion pop-up store in central London. Through this one-of-a-kind store, the retail giant is seeking shoppers’ views on its clothing range, prices, and store experience.
The Baker Street pop-up will be open for a week, during which, 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. Harriet Oakman from Amazon’s UK fashion business, said, “This is a big learning experience for us to understand how Amazon fashion translates in physical retail. 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 pop-up allows the shoppers to either buy the goods 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.
In order to keep the customers glued to keep them coming back, the merchandise will rotate every day to fit in line with the theme. All the merchandise has been chosen by Amazon Fashion’s in-house stylists.
The over 3,000 square foot store features a contemporary look, complete with a neon Amazon ‘smile’ seat with neon signage, floor-to-ceiling windows at street level and wooden floors.