Amazon opens fashion boutique in London

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Amazon goes fashion: the e-tailer is opening a pop-up apparel store in London. Europe's first physical Amazon outlet will only last for five days, but should leave a big impression.


Hip streetwear alongside Amazon brands

Amazon wants to put itself on the fashion map with a pop-up shop full of experiences in Baker Street. From October 23rd to 27th, Amazon Fashion is playing shop with a mix of trendy brands and a hip experience that ought to make the boutique the talk of the town. The shop will have a surface of 300 sqm to offer apparel for both men and women, listing such brands as Calvin Klein, Levi's, Tommy Hilfiger and Vans. Of course, Amazon's own brands will be there as well, albeit under camouflage names like find., Meraki and Truth & Fable.


The most interesting feature will be the changing character of the store: every day, it will be decorated in a new theme, offering a fitting range of apparel and activities. Opening Tuesday will be used to show the winter collection and will feature a DJ and a workshop where you can learn how to personalize your jeans. Thursday will be all about sports and wellness, with a sporty assortment, yoga sessions, a juice bar and a dietician offering personal advice.


Party outfits and musical performances

On Friday and Saturday, the boutique will mostly offer streetwear and party outfits, featuring acoustic music performed by British artists. "The long list of activities taking place all week should make our pop-up boutique an exciting and inspiring place to shop for fashion," says Susan Saideman, vice president of Amazon Fashion Europe, according to the Evening Standard.


Shoppers will be able to simply pay and take along their goods, but they can also scan the article using the mobile Amazon app and have it delivered at home. In addition, they can browse through the entire online product range on tablets within the boutique. This is definitely not meant to be an unmanned pop-up place: Amazon Fashion stylists will be there to help out with sizes or to offer styling advice. The store uses a different, more low-tech approach than we have become accustomed to from Amazon.