Amazon heads to the mall with prototype clothing store Part 1

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Unlocking Word Meanings

Read the following words/expressions found in today’s article.

  1. brick-and-mortar / ˈbrɪk ənˈmɔr tər / (adj.) – used to refer to a business that has a physical store instead of an online store
    Example:

    The clothing brand has only a brick-and-mortar store. I wish its products would also be available online.


  2. threat / θrɛt / (n.) – a person, event, or act that can possibly cause harm
    Example:

    The other team’s new coach was a former Olympian. He’s a threat to our team.


  3. spit out / spɪt aʊt / (phrasal v.) – to force something out or release it quickly
    Example:

    The printer spits out pages upon pages of customer orders every day.


  4. decline to (do something) / dɪˈklaɪn tu / (phrasal v.) – to politely refuse to do something
    Example:

    Marcus declined to answer questions about his personal life.


  5. projection / prəˈdʒɛk ʃən / (n.) – a guess on what might happen next based on what’s happening at present
    Example:

    Our projection is that the construction of our new building will be done by 2023.


Article

Read the text below.

First, Amazon competed with malls. Now, it’s moving inside one.


The online retailing giant said that it plans to open a clothing store in a Southern California mall later this year. It’s the latest foray into brick-and-mortar stores for Amazon, which already sells more than 10% of all clothes in the U.S.


The store, which will sell women’s and men’s clothing as well as shoes and other accessories, will open at Americana at Brand, a mall in Glendale, California. The entry into malls could become another threat to traditional clothing sellers because of the data and shopper insights Amazon may gain, experts say.


Amazon says its algorithms will spit out real-time recommendations as shoppers scan items that they see. Shoppers can also fill out an online survey of their preferences for style and fit.


The store will be about 2,800 square meters, about one-third the size of a large department store like Macy’s. However, it will offer more than double the number of styles as traditional stores do because only one of each piece of clothing will be on display, with the rest in a backroom. Items are chosen by Amazon curators who also use feedback provided by millions of customers shopping on Amazon.com.


Simoina Vasen, managing director of Amazon Style, declined to comment on rollout plans of the new store or sales projections. Amazon didn’t give a precise date for the opening of the Glendale store. (AP)


To be continued…


This article was provided by The Japan Times Alpha.


Viewpoint Discussion

Enjoy a discussion with your tutor.

Discussion A

  • Do you think Amazon’s decision to put up a brick-and-mortar store is a good idea, or should the company just stick to online selling? Why? Discuss.
  • What do you think other brands should do to avoid the negative effects of Amazon’s new brick-and-mortar store? Discuss.

Discussion B

  • Amazon’s algorithms give real-time recommendations as shoppers scan items, and customers can also fill out an online survey of their preferences. Do you think these features are useful to you when shopping for clothes? Why or why not? Discuss.
  • Amazon will offer more than double the number of styles as traditional stores do. Do you think having more options when buying clothes makes a good shopping experience? Why or why not? Discuss.