Amazon’s First Foray into Physical Fashion in the UK

Our Principle Fashion Analyst, Anusha Couttigane attended Amazon’s first ever London fashion pop-up – their first foray into physical fashion in the UK. Her most impressive takeaway from the event was the seamless SmileCode technology that Amazon embedded into the hashtags of every product on site. Check out the video below to see how it works and head over to Retail IQ for the full analysis of the event.

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