THE END OF DEPARTMENT STORES?

Following the announcement of Amazon's Prime Wardrobe, Wells Fargo analyst Ike Boruchow is hailing the service as “another potential nail in the coffin for the department-store sector.” The beta launch of the service coincided with a slump in shares of huge department stores including Macy’s and Nordstrom, as well as e-commerce competitors Zalando SE, Boohoo and Asos.

The concept of Prime Wardrobe is to essentially remove all of the drawbacks to online shopping by bringing the fitting room to the customer. Consumers that were once hesitant with online clothing purchases can now order and try on up to 15 items at home for free. After receiving the goods, customers are then given seven days to make a decision and subsequently only pay for the items they choose to keep. Prime Wardrobe even takes the hassle out of returns, providing customers with a prepaid label and resealable box, which can either be taken to their local UPS location or left conveniently on the customer's doorstep for an unattended pick-up.

With its 'try before you buy' policy, fuss-free returns and even discount incentives for items kept by customers, Amazon's Prime Wardrobe will certainly be a game changer to online shopping. Currently still in the beta phase, Amazon customers can sign up to be notified of Prime Wardrobe's impending launch.