BERLIN — On the eve of Amazon’s first Destination Denim event here, John Boumphrey, vice president for European fashion operations, is particularly excited about the fact that he may just have found the perfect jeans — with the help of Amazon’s virtual assistant Alexa, of course.
In one corner of the venue for this weekend’s event, visitors will also be able to consult Alexa about the “perfect pair” starting Friday. Alexa’s AI-inspired denim styling skills are a world first for Amazon, as is the three-day event itself and Boumphrey is here from London, where Amazon’s European fashion team is based, to help open the event.
“We are always looking for ways we can come up with new and exciting experiences for customers, and jeans are a universal product,” Boumphrey said. “What we are focused on is really this convergence of fashion plus technology.”
Different denim brands — including Wrangler, Levi’s and G-Star — have set up stands here, and there will also be workshops, panels and several free concerts. Most of them are already sold out. Amazon is often criticized for feeling too much like an impersonal warehouse, rather than a fashion-browsing destination and events like Destination Denim are intended to counteract that.
In one corner of the venue for this weekend’s event, visitors will also be able to consult Alexa about the “perfect pair” starting Friday. Alexa’s AI-inspired denim styling skills are a world first for Amazon, as is the three-day event itself and Boumphrey is here from London, where Amazon’s European fashion team is based, to help open the event.
“We are always looking for ways we can come up with new and exciting experiences for customers, and jeans are a universal product,” Boumphrey said. “What we are focused on is really this convergence of fashion plus technology.”
Different denim brands — including Wrangler, Levi’s and G-Star — have set up stands here, and there will also be workshops, panels and several free concerts. Most of them are already sold out. Amazon is often criticized for feeling too much like an impersonal warehouse, rather than a fashion-browsing destination and events like Destination Denim are intended to counteract that.