Amazon Fashion opened the doors to its first ever UK pop-up store located on Baker Street London. The pop-up opened on Tuesday 23rd until Saturday 27th October. Showcasing a different curation of men’s and women’s fashion items and top brands every other day, Amazon Fashion hosted an array of talent with activities throughout the week to excite and entertain its visitors.
“We are extremely excited to be opening our first ever UK pop-up store for fashion. We have curated a selection of top brands and key fashion items, which we think our customers will love, all of which can be purchased virtually through the Amazon app or physically in store. 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.
At the Amazon Fashion Hosts pop-up, each day offered a different experience for customers. On Tuesday and Wednesday, an Autumn/Winter trend edit showcased within the store across both menswear and womenswear. Pepe Jeans denim customisation took place on the first night with a DJ performance from Charlotte de Carle, followed by an evening of beauty with a trend panel discussion hosted by Vogue Beauty and Lifestyle Director, Jessica Diner on night two.
Thursday saw the focus shift to fitness and wellbeing with a showcase of the best sports and athleisure-wear Amazon Fashion has to offer, with yoga sessions from Ella Mills, founder of Deliciously Ella and individually tailored advice from one of Louise Parker’s team of expert dieticians.
On Friday and Saturday, a selection of men’s and women’s denim, party and streetwear inspired pieces were showcased within the pop-up store, with a live acoustic set from Tom Grennan on Friday and a live acoustic set from NAO on Saturday night.
All products could be purchased in store, or virtually purchased using Amazon’s ‘SmileCode’ scanning technology via the Amazon Mobile App, to be sent to customers’ home, work or Amazon locker collection address. Though the fashions changed every other day, Amazon Fire tablets showing the entire curated range for the week, filled the store, ensuring customers didn’t miss out on any of the looks.
Amazon Fashion stylists were on hand within the store throughout the week to talk customers through the collections, help with sizing or fit queries and offered their styling expertise. Brands available throughout the week included, Calvin Klein, Tommy Hilfiger, Vans, Levi’s, Paul & Joe, Gestuz, LOVE Moschino, Aldo, Antik Batik and Filippa K, as well as Amazon Fashion’s Private Brands such as; find., Truth & Fable and Meraki.
The 3,000+ square foot contemporary store featured floor-to-ceiling windows at street level and elegant wooden floors. Key in-store features included a life-size ‘picture perfect’ neon Amazon ‘smile’ seat with neon signage. With different design concepts that could be seen through the Living Window during the week, such as a juice bar and ‘live wall’ on Thursday to compliment the sports and athleisure-wear offering and a ‘backstage’ themed window offering makeovers and hair styling for customers surrounded by flight cases and gig props for Friday and Saturday’s acoustic performances with Tom Grennan and NAO.