My Experience at the New Amazon Style Concept Store in Columbus
Nope, it’s not a typo. Amazon, the behemoth retailer that made it normal to shop from your couch and never set foot in a store again, has opened a brick-and-mortar store! Well, actually, 2 stores - one in Los Angeles and one in Columbus, OH. I was in Columbus this past weekend for The Ohio State University parent’s weekend and took the opportunity to stop by and take a first-hand look at the new AMAZON STYLE.
First, though, let’s talk about why Columbus? To me, it makes sense because my first life before I started The Wardrobe Consultant was in marketing and advertising. In marketing, brand, and retail circles, Columbus is known as a test market capital. Because its demographics very closely mirror the rest of the country - so it is an ideal location for new concepts to be tested out.
Now, onto Amazon Style…
I need to begin with a disclaimer… I’m not typically an Amazon fashion shopper. Yes, a few years ago, I tried and fell in love with the “Amazon Coat” and it is amazeballs! And yes, I’ll purchase items from brands I know and trust through Amazon for convenience sake. But historically I’ve been disappointed with the fabrics, fit and quality of many of the Amazon brand fashion items I’ve tried, so I’ve stayed away.
But, since Easton Town Center is just a 20 min drive from The OSU campus, I decided it was worth a trip to check this new concept store out. I wasn’t really sure what to expect, however, I always like an adventure, especially when it comes to fashion.
I have two kids at the university and many of their friends are from outside of Ohio. Places like New York, New Jersey, Philadelphia, Los Angeles, Washington, DC, Florida, Oregon, Chicago, pretty much everywhere. Their moms (many of whom are followers and readers) were completely intrigued and waiting for me to report back after my shopping trip. They too, rarely shop for clothes on Amazon…so I was the guinea pig. For them and for all of you.
How Amazon Style Works
Amazon Style combines the convenience and technology of online shopping along with the old school ideals of touching fabrics and trying items on in a dressing room. The added bonus, if you are turned off by pushy salespeople, is that the staff is there to help with technology, but absolutely offer NO opinions on fit, style etc.
There was a line to get in. Only a certain number are allowed in at a time. You can scan a QR code and make a reservation.
Men’s and women’s (and a few kids) clothes, shoes and accessories are all available.
Only ONE of each item is on display, so the store has a relatively clean and uncluttered feel.
There is a QR code attached to the hanger and using your phone (in the Amazon app) you scan the item, see what sizes and colors are available, and request for it to be put in a dressing room for you.
FYI, my wait for a room was about 15 minutes.
I found brands I know and like, such as Vince, Rebecca Taylor, Blank NYC, Dolce Vita, Adidas, and Steve Madden.
The Drop items really intrigued me, because I’ve seen influencers I follow promote their Drop collabs - but again, the hassle of not being able to see it in person, deterred me.
15 items are allowed to be put into your dressing room at a time.
And if you need another size or color you can request it from an iPad in your dressing room!
The technology also uses an algorithm from what you picked to try on and makes other suggestions.
You can use the same iPad to request those be brought to your dressing room to try.
At the end you can purchase directly from the app, or take it to a check out counter.
My One Disappointment…
I was not planning to shop when I stopped into the Amazon Style store. But there were a few items that piqued my interest. I asked the dressing room area staff if the items I tried on would be in my Amazon profile in case I decided to purchase at a later date. They assured me that EVERYTHING I PICKED WOULD BE ABLE TO VIEW ON MY AMAZON ACCOUNT.
Sadly, this wasn’t the case. I realize this is a concept store and they’re working out the kinks. So, I’m not angry. However, I do hope that will be something that is available in the future. And because I love you all - I’ve spent the last few hours searching for links to all the items I tried on!!!
The shorts pictured with the turquoise top I could not find again! I tried and tried! They were actually kinda great - a silky fabric, with a button front and covered button for a polished finish. And probably a 4.5 inch inseam. I REALLY liked them but sadly, can’t find them to link for you guys or order for myself.
Same with the square toe booties - ughhhh! Nowhere to be found.
I even messaged Amazon for help but they said that only the store can help me. And the store didn’t return my calls. I linked similar, but they’re not the exact items, FYI.
Amazon Style Size and Fabrics Notes:
I will say, I was pretty impressed with the fabrics. They’re not spun silk, but they didn’t feel cheap either. The black deep v dress (from Making The Cut season 3) was hefty - like heavy and substantial.
In all items I took my true size, small (I’m 5’4” and 127 lbs). And in shoes I was a 7 across the board.
