Amazon Fashion are opening a pop-up store on Baker street

It's their first European foray into bricks and mortar retail, but will it be sufficiently high tech?
Amazon
Chloe Street15 October 2018

Amazon Fashion is gearing up to open its first pop-up store in Europe on Baker Street in London later this month.

The 3,000 square foot space will be open from Tuesday, October 23 until Saturday October 27 and will stock a curation of menswear and womenswear from brands like Calvin Klein, Tommy Hilfiger, Vans, Levi’s, Paul & Joe, Gestuz, LOVE Moschino, Aldo, Antik Batik and Filippa K, as well as Amazon Fashion’s own labels; find., Truth & Fable and Meraki.

The stock will change every other day, but for the seven day event Amazon Fire tablets will be dotted around the room showing the entire curated range. There will be also be Amazon Fashion stylists on hand to help with sizing or fit queries and to offer their styling expertise.

Once you’re ready to purchase you can either go the old school route and buy the item in store from a member of staff, or scan it using the Amazon mobile app and have it sent to your home, work or Amazon locker.

Handy, but perhaps not quite the high tech wow we would expect from one of the world's biggest online retailers.

Amazon

Each day the pop-up will have a different theme, with accompanying fashion, activities and experiences.

On Tuesday, an Autumn/Winter trend edit will be accompanied by Pepe Jeans denim customisation and DJ performance from Charlotte de Carle, and on Wednesday there’ll be an evening of beauty with a panel discussion hosted by Vogue Beauty and Lifestyle Director, Jessica Diner.

Thursday will see the focus shift to fitness and wellbeing with a showcase of Amazon Fashion's best sports and athleisure-wear, with yoga sessions from Ella Mills, founder of Deliciously Ella, a juice bar and individually tailored advice from one of Louise Parker’s team of expert dieticians.

On Friday and Saturday, the clothing selection will become more party and streetwear heavy. Customers will be offered makeovers and hairstyling while they listen to a live acoustic set from Tom Grennan on Friday and a live acoustic set from NAO on Saturday night.

“With the ongoing schedule of activities taking place throughout the week, we hope our pop-up shop will be an exciting and inspiring way to shop for fashion.” Said Susan Saideman, Amazon Fashion Vice President for Europe.

The Amazon Fashion Pop-Up will be open from Tuesday 23rd until Saturday 27th October at 35 Baker Street, W1U 8EN.

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