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Different Style

It's like Amazon heard the collective voice of customers who hate shopping for clothes and decided to put us out of our misery. Every bit of the concept is meant to solve for a the target customer need. Specially like the idea that a shopper can put their full look together without leaving the fitting room and scavenging for the piece that works with that they have selected. 

Shopping for clothes in a physical store is such a time drain that some folks like me don't bother until there is simply no alternative. Over the years, such extreme events have become rare - I can't remember the last time I went to a store to buy a specific item of clothing. If I know what I want, its always the better choice to go online and avoid the miserable experience of tracking it down in a store. Clearly I am not the minority here given that Amazon (along with others) are trying to solve what I have long viewed as a problem. 

 ..the store is a "truly unique experience," but similar technology can be found at other retailers. At Nike (NKE) flagship stores, for example, Nike app members scan codes on sneakers and clothes and those items are sent directly to a fitting room. Clothing brand Reformation displays only one of each item in its showrooms, and whatever customers want to try is delivered straight to dressing rooms that have different lighting options. American Eagle (AEO) and others have tested interactive fitting rooms, where shoppers can request different sizes and styles on a tablet located in the room.

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