Connect with us

Technologies

Amazon Has a Real-World Fitting Room, and It Makes Me Want to Shop

Commentary: Amazon’s concept clothing store eliminates a lot of the awkwardness of shopping.

I hate shopping for clothes. Shopping online means never really knowing if that shirt or those pants will fit. But going into the store means, well, physically going to a mall. It also means awkward moments in a fitting room where I need to get the attention of a clerk to bring me a different size or color. Often I don’t even bother, and I often go years between buying new pants.

Yet here I was at the Americana at Brand in Glendale, California, the weekend before Christmas, doing a bit of last-minute holiday shopping with my family. Mostly out of curiosity and some cynicism, I stepped inside Amazon Style, the online retail giant’s concept clothing store, and actually found myself having a fun time.

By merging its online shopping experience with a revamped, high-tech fitting room, it made me actually want to spend more time looking at clothes. For once, I didn’t feel the awkwardness or rushed anxiety that comes with trying things on in a changing room. This store is just one of two in the world (the other being in Columbus, Ohio), but I hope this is less an experiment and more the way all retailers start to think about their clothes shopping experience.

Amazon’s forays in the brick-and-mortar world have been varied and, at times, puzzling. There are the fully automated Amazon Go stores, where you grab an item and are automatically charged when you leave. Amazon also has its own supermarket concept which sits alongside its chain of Whole Foods Markets. Then there were the bookstores and pop-up shops, which the company shuttered this year.

Amazon declined to comment on its future plans for the Amazon Style store.

Like Amazon’s other stores, the key to the experience lies in its shopping app. At first glance, Amazon Style looks like any other clothing shop, with a few knick-knacks in the front and sections for men and women’s clothing.

But upon closer inspection, there are some subtle differences. Each article of clothing appears once – there are no different sizes. The prices are the same as what you’d pay online, although there are discounts if you spend more. Flanking one side of the store are a row of fitting rooms – with more rooms taking up the entire second floor.

It’s those fitting rooms where Amazon Style really sets itself apart. Rather than randomly find an empty room, I use the app to scan a few articles of clothing that I want to try, and tell it that I want to «start a room.» An employee then gathered the selections and put them in a fitting room. After about seven minutes, the app notified me that one was ready and directed me to a specific fitting room number, which I unlocked using my app.

Once inside, I saw the various shirts and jackets I scanned hanging on a rack or neatly folded on top of the shelf below. In addition, there were a few extra items added based on what Amazon thought I might like. Curiously, there was a Calvin Klein shirt on top of the pile, a «sponsored item» that was essentially a pop-up ad come to life (I didn’t bother to try it on).

On the wall to my right was a large touchscreen that displayed my selections and offered recommendations for other items I might like. I could also request different sizes and styles and have them delivered to my fitting room.

Rather than have a store clerk knock on my door and hand me the clothes, the items are delivered through the closet to the right of the clothes rack. It takes a few minutes, but when the items are ready, the closet door locks and a red light flashes. Inside, the back of the closet opens up, allowing an Amazon Style employee to hang the new clothes. Once the red light goes off, I open the door and there they are.

The touchscreen and the fitting room take the best parts of the physical shopping experience and the online and mash them into an effective hybrid. It’s so simple, yet removes so much of the hassle from the shopping experience. I came into the store on a whim, but left with a white Adidas jumper.

It actually has me looking forward to the next time I need a new pair of pants. Maybe in 2024?

Technologies

Resident Evil Requiem Revealed, but Where’s Leon Kennedy?

The Resident Evil 9 trailer showed off a new character, but not the much-rumored return of Leon.

After a fake-out earlier in Summer Game Fest on Friday, Resident Evil Requiem, or Resident Evil 9, was shown for the first time. 

The new title is the first mainline entry since Capcom released Resident Evil Village in 2021, and is rumored to feature series stalwart Leon Kennedy. In the trailer, the only person we saw was a character named Grace Ashcroft, who works for the FBI and appears to have ties to Raccoon City.

For the most hardcore Resident Evil fans, the name Ashcroft will ring a bell. Alyssa Ashcroft was one of the survivors of the online-only title, Resident Evil Outbreak for the PS2. Alyssa was a journalist who was trapped in Raccoon City during the events of Resident Evil 2, and she, along with other survivors, had to escape the city before it was destroyed.

Grace is Alyssa’s daughter, and in the trailer, she is going to visit the Remwood Hotel, where Alyssa was murdered. Later in the trailer, images from what appears to be the remnants of a destroyed Raccoon City are shown — including the police department from RE2 — so it appears Resident Evil 9 will return to where the series started. 

Leon’s (rumored) return is a big deal for the series, which has made some of its best games with him in the starring role. He first showed up as a rookie cop in Resident Evil 2, which built on the original game’s success with more story and improved monsters and level design.

He showed up again in Resident Evil 4, which took the series in a new direction by introducing an over-the-shoulder perspective, instead of the usual static camera angles and tank controls. Leon was also one of several playable protagonists in Resident Evil 6, a game that seemed to forget about its survival horror roots. We mostly don’t talk about that one.

But the 2019 remake of Resident Evil 2 was an excellent return to form, bringing RE4’s gameplay and much better graphics to a fan-favorite entry. The RE4 remake was a similar success.

Resident Evil Requiem is set to drop Feb. 27, 2026, for PC, PS5 and Xbox Series consoles, but we’re hoping to get our hands on it this weekend. If you want to catch up on older Resident Evil games, Capcom is having a sale that includes basically all the games, including Village and the three remakes.

Continue Reading

Technologies

The Switch 2 Is Here, and I’ve Scoured the Internet for Every Accessory Available Right Now

Continue Reading

Technologies

T-Mobile’s Free Premium iPhone 16 Pro Deal Explained. Learn Exactly How It Works

Along with a free iPhone, you can get an extra $800 to pay off your old device.

If you’re starting a new cell phone plan, most major mobile carriers require a multiyear commitment so it’s a big decision you need to consider carefully. First, think about the plan and provider itself: What’s the best coverage in your area and how many lines do you want to add? Next, compare the best mobile phone plan deals to save yourself the most money

T-Mobile has some fantastic deals right now you can take advantage of that make it a pretty competitive pick — especially for Apple fans looking to upgrade.

T-Mobile’s incentives include free lines and streaming services but one huge highlight is the chance to snag the top-rated iPhone 16 Pro free. The language on some of these offers can be a little confusing so we’ve broken down how T-Mobile’s current deals work below. Note that there aren’t any set expirations for these offers so they could vanish at any moment. We wouldn’t wait too long if you’re hoping to take advantage of these savings.

Why these deals matter

You more or less need a phone with reliable coverage these days but costs can add up quickly. Whether you’re looking to upgrade your mobile device or shopping for the best family plans, these T-Mobile deals can help save you some serious cash each month.

Continue Reading

Trending

Copyright © Verum World Media