Amazon Heads To the Mall With Prototype Clothing Store

First, Amazon competed with malls. Now, it's moving inside one. From a report: The online retailing giant said Thursday that it plans to open a clothing store in a Southern California mall later this year. It's the latest foray into brick-and-mortar for Amazon, which already sells more than 10% of all clothes in the U.S. The store, which will sell women's and men's clothing as well as shoes and other accessories, will open at Americana at Brand, a mall in Glendale, California. The entry into malls could become another threat to traditional clothing sellers because of the data and shopper insights Amazon may gain, experts say. Amazon says its algorithms will spit out real-time recommendations as shoppers keep scanning items that they see. Shoppers can also fill out an online survey of their preferences for style and fit. The store will be about 30,000 square feet, similar in size to a Kohl's, but about one-third the size of other department stores like Macy's. However, it will offer more than double the number of styles as traditional stores do because only one of each piece of clothing will be on display, with the rest in the back room. Items are chosen by Amazon curators who also use feedback provided by millions of customers shopping on Amazon.com.

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