Amazon’s First Omnichannel Fashion Event Gets Mixed Reviews

Amazon’s first omnichannel fashion event, held in Berlin this weekend, received mixed reviews. While brands and companies that took part were satisfied with the three-day event, attendees seemed a little less certain. The event offered visitors three floors of omnichannel retail experiences in a trendy, central city venue, the Kuhlhaus. Activities included everything from hands-on customization to harnessing Amazon’s advanced analytics to find the perfect pair of jeans. The latter process took place inside three custom-made booths on the third floor, in front of a large reflective screen and an Amazon Echo Dot smart speaker. “Welcome to your personal fashion experience,” virtual assistant Alexa greeted anybody who entered. “I am sure we will be able to discover your perfect pair.” Alexa then questioned users about which color and style of jeans they were looking for — men’s or women’s; smart or casual; blue, gray or black — whittling 1,711 pairs down to just three potential purchases in under three minutes. Once the three “perfect pairs” were presented onscreen, anyone with an Amazon shopping app on their smartphone could scan the proprietary “Smile” code there and, if they wished, order the garments. These would then be delivered for them to try on at home. User

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