Amazon Alexa teams up with fashion service Gwynnie Bee to make unwrapping more fun

As any online shopper worth their salt knows, unwrapping the packaging on your latest delivery is arguably one of the best parts of the process. Which is perhaps why fashion subscription service Gwynnie Bee is launching the first-ever voice-activated unboxing concept.

The clothing rental company has teamed up with Amazon's Alexa to offer members an interactive unboxing experience that will let members interact with and learn about Gwynnie Bee's size-inclusive subscription service. Users will find themselves turned into the main character of an adventure story told by Alexa, full of scenarios that demonstrate how and where each piece of clothing can be put to use.

"Gwynnie Bee is leading the charge in using conversational interfaces to deliver a highly personalized and interactive member experience," said George Goldenberg, Executive Vice President of Technology, Data & Operations at Gwynnie Bee, in a statement. "We find these types of experiences deepen our relationship with our members and increase their level of engagement with the service."

Founded in 2011, Gwynnie Bee has developed a reputation for offering commitment-free fashion solutions from over 150 brands, with more than 3,000 styles on rotation.

The move is the latest innovative, tech-driven retail experience to come out of the fashion industry, with previous examples including Japanese retailer Uniqlo launching a series of 'Uniqlo to Go' vending machines, and Tommy Hilfiger's 'Tommy Now' concept, which allows fans to shop the designer's new collections via interactive screens at his fashion shows.