Calvin Klein has opened two pop-up stores in collaboration with Amazon Fashion this holiday season, offering an interactive shopping experience throughout.
The Calvin Klein X Amazon Fashion holiday retail experience, as it’s called, sees two tech-enabled spaces, one in New York and the other in Los Angeles, as well as an online brand store on Amazon.com/mycalvins.
Each one will sell exclusive styles available only to Amazon customers, focusing on men’s and women’s underwear and loungewear offerings in the physical spaces, as well as jeans online.
In terms of technology, offline visitors are able to easily make purchases by scanning a barcode within the Amazon app to have their items then delivered home. They can also interact with Amazon Echo devices within the fitting rooms, allowing them to ask Alexa various questions about the Calvin Klein product and experience, as well as to control the lighting and play music of their choice.
Customisation stations meanwhile enable them to personalise their underwear with special embroidery. And content creation spaces will encourage them to create and share their own clips to social media.
In a lounge area, visitors can also connect with shoppers on the opposite coast via video using the Amazon Echo Show, in a bid to allow them to interact and share content in real time, the company said.
”We are proud to collaborate with Amazon Fashion on this exciting retail concept,” said Cheryl Abel-Hodges, head of Calvin Klein Underwear and president of The Underwear Group of PVH. “It is our goal to deliver an immersive and content-driven shopping environment to the consumer, and we are thrilled to introduce this experience to Calvin Klein and Amazon shoppers, both online and offline, just in time for the holiday season.”
Throughout the holiday season, the shops will also host special events with the likes of supermodel and entrepreneur Karlie Kloss and comedian and author Lilly Singh.
“The holiday season is one of the most important shopping times for our customers, and we are delighted to team up with Calvin Klein to provide a fun, interactive experience that connects our customers to product in an engaging way,” stated Michelle Rothman, VP at Amazon Fashion.
The stores are open now through December 31.