Reforming shopping

The eco-friendly clothing label’s new permanent store is inspired by innovative Silicon Valley brands. The minimal nature of Apple stores and Tesla showrooms inspired Aflalo to create a new kind of Reformation store that only stocks a curated selection of best-selling outfits.

Rather than sifting through clothes racks, visitors use touchscreen monitors located around the space to search for garments, which are delivered directly to a fitting room. The fitting rooms are larger and more comfortable than those offered in other Reformation stores due to the lack of clothing rails in the space.

According to Aflalo, staff at other Reformation locations are ‘always in survival mode’, but the new store enables them to spend quality time with consumers that would otherwise be spent re-organising stock.