Calvin Klein has teamed up with Amazon to launch temporary holiday retail stores in New York City and Los Angeles, as well as an online brand store, My Calvins, on Amazon.com, the company said in a press release. The retail partnership, Calvin Klein X Amazon Fashion, features high-touch digital experiences meant to engage and entertain customers.
Fitting rooms are equipped with Amazon Echo devices so visitors can ask questions about product selections, while also using the device to control lighting features and select music. They can also use the Amazon App to scan bar codes to purchase items in-store or have it delivered to their homes. The stores also feature content creation spaces meant to generate sharable social media clips; lounge areas connect shoppers between bi-coastal shops via a video call on the Amazon Echo Show, the video version of Alexa. Both locations feature customization stations which gives shoppers the opportunity to have any of their underwear purchases personalized with special embroidery.
The Calvin Klein X Amazon Fashion retail experience is open now through December 31.