Calvin Klein, for just the first time, is bypassing department stores to sell new underwear this holiday season on Amazon, reported the Wall Street Journal.
The undergarments, which include striped panties and cotton bralettes, were available starting November 16 through December 31 on Amazon as well as in pop-up stores in Los Angeles and New York.
However, department stores will not have any of the merchandise until sometime in January.
The WSJ wrote that customers visiting pop-up stores will be able to purchase the items through the mobile app Amazon has. The dressing rooms will have Amazon Echo devices that are able to answer any questions related to the merchandise, control lighting and play music.
Pop-up store shoppers can customize purchases through use of embroidery.
The deal is not about just underwear by Calvin Klein. In 2017, Amazon put the traditional retailers in brick and mortar locations on notice it was not coming after them online. Its big plan was disrupting the offline consumer shopping experience as well.
Having physical locations played a big part in why the e-commerce behemoth acquired Whole Foods this year. As CFO Brian Olsavsky explained during the company’s recent earnings call last month, the stores will act as connective tissue for online and offline Amazon. They will have lockers, customers can receive their deliveries as well as drop off any returns and will become hubs for AmazonFresh and Prime Now, the grocery and same-day delivery services.
At the same time, Amazon’s convenience store project known as Amazon Go is close to completion. Amazon has begun hiring marketers and construction manager for those locations after it resolved many technical bugs that had postponed a scheduled launch earlier in 2017.
Unnamed sources have said that Amazon Go’s technology of “just walk out,” which eliminated check out needs through the use of cameras as well as shelf sensors to charge the buyer’s Amazon account, while shopping, has significantly improved.
For instance, the new technology reportedly charged three employees of Amazon correctly even though they tried tricking it by roaming around the test store in costumes.
Amazon has also struck deals with some traditional retailers, which are headed toward closing more of their stores in 2017 than during the financial crisis.
Amazon partnered in September with Kohl’s to allow customers to drop off Amazon returns at 82 of Kohl’s stores in the Los Angeles and Chicago areas.