‘Hi-tech’, underwhelming: Amazon’s IRL clothing store misses the point of shopping

‘Hi-tech’, underwhelming: Amazon’s IRL clothing store misses the point of shopping

Customers to the online retailer’s first in-person location were disappointed by the limited selection and algorithmic picks

Outside Amazon’s first in-person clothing store in California, Diemmi Le, 22, summed up her experience: “You don’t have to talk to anybody.”

For years, Amazon tried – and ultimately failed – to translate its online book business into successful brick and mortar bookstores. Dozens of stores were shuttered this spring. Now, the online shopping giant is trying again, this time attempting to reinvent the mall clothing store.

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