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The Guardian - US
The Guardian - US
Technology
Lois Beckett

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

Amazon Amazon Style California Glendale United States
A dark gray sign on a stone building reads 'Amazon Style'.
Amazon Style, the first physical clothing store for the retailer, opened in Glendale, California, in May. Photograph: Paresh Dave/Reuters

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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