There is no denying that the internet has revolutionized the way we shop. Companies such as boohoo, ASOS, and Amazon have made billions by specializing in online-only retail. While some people prefer to browse from the comfort of their own home, some prefer to get a feel for the products they want to purchase. These online only companies have found flash retailing to be an effective way of increasing marketing reach. This trend involves opening short-term sale space, called a pop-up store, to leave a long term impression on consumers.
Amazon’s virtual marketplace has been brought to life over 3,000 square feet of central-London. The pop-up on Baker Street will last through Saturday, October 27. This is the first time the American e-commerce company has opened a physical location in Europe, and it will allow shoppers to buy clothes in the store or scan items with the Amazon app for home or work delivery. The store features a range of fashion lines–from Amazon’s own clothing brands to Calvin Klein, Steve Madden and Vince Camuto.
The theme of the in-store display will change every other day, and it will be accompanied by a new interactive experience. During the autumn/winter 2018 trends, there will be denim customization sessions with Pepe Jeans. The founder of fitness gear company Deliciously Ella will lead a yoga lesson during the sports clothing showcase. During the final streetwear and partywear phase, customers will be offered makeovers while acoustic sets are performed by British singer-songwriters Nao and Tom Grennan.
In the future, Amazon may be looking to launch more brick-and-mortar stores in Europe. They may experiment with Amazon Go automated grocery shops in the UK like the recent cashier-less stores opened in the United States.