Amazon Sells Clothes on the Streets of London

Amazon is opening a pop-up store in London to showcase fashion brands, but it will only be open for 5 days. The Amazon Fashion pop-up will be located on Baker Street featuring “an array of talent with activities throughout the week to excite and entertain its visitors” – from yoga sessions to musical performances.

It may be a gimmick to generate buzz, but a seemingly a very effective one. What Londoner who visits the shop will ever forget they can turn to Amazon for fashion?

Ringing up sales during the event may not be the primary goal, but shoppers will be able to purchase items at the temp store, and they have the option of scanning and buying items using the Amazon Mobile App. Amazon will send the items to buyers’ shipping address or to Amazon pick-up lockers.

The 3,000+ square foot contemporary store features floor-to-ceiling windows at street level. Amazon will display different design concepts in the “Living Windows,” and the store will feature a neon-themed “Amazon smile” seat.

Amazon will offer a different experience for customers throughout the week:

On Tuesday and Wednesday, an Autumn/Winter trend edit will be showcased within the store across both menswear and womenswear.

Pepe Jeans denim customization will take place on the first night with a DJ performance from Charlotte de Carle, followed by an evening of beauty with a trend panel discussion hosted by Vogue Beauty and Lifestyle Director, Jessica Diner on night two.

Thursday will see the focus shift to fitness and wellbeing with a showcase of the best sports and athleisure-wear Amazon Fashion has to offer, with yoga sessions from Ella Mills, founder of Deliciously Ella and individually tailored advice from one of Louise Parker’s team of expert dieticians.

On Friday and Saturday, a selection of men’s and women’s denim, party and streetwear inspired pieces will be showcased within the pop-up store, with a live acoustic set from Tom Grennan on Friday and a live acoustic set from NAO on Saturday night.

Amazon Fashion stylists will be on hand within the store throughout the week to talk customers through the collections, help with sizing or fit queries and offer their styling expertise.

The pop-up fashion extravaganza shows just how well Amazon has succeeded in cozying up to fashion brands, even as it develops its own private label brands:

“Brands available throughout the week include, Calvin Klein, Tommy Hilfiger, Vans, Levi’s, Paul & Joe, Gestuz, LOVE Moschino, Aldo, Antik Batik and Filippa K, as well as Amazon Fashion’s Private Brands such as; find., Truth & Fable and Meraki.”

The Amazon Fashion pop-up will be open in London from Tuesday October 23 through Saturday October 27th.

Ina Steiner

Ina Steiner is co-founder and Editor of EcommerceBytes and has been reporting on ecommerce since 1999. She's a widely cited authority on marketplace selling and is author of "Turn eBay Data Into Dollars" (McGraw-Hill 2006). Her blog was featured in the book, "Blogging Heroes" (Wiley 2008). She is a member of the Online News Association (Sep 2005 - present) and Investigative Reporters and Editors (Mar 2006 - present). Follow her on Twitter at @ecommercebytes and send news tips to ina@ecommercebytes.com. See disclosure at EcommerceBytes.com/disclosure/.