Signals & Stats : Daily Signals

Reforming shopping

By Rhiannon McGregor 27 : 02 : 2017 Reformation : Streamlined Shopping : San Francisco

San Francisco – Reformation’s new store is designed to provide visitors with a more comfortable and efficient shopping experience.

The high-tech space is inspired by brands such as Tesla and Apple
It aims to offer a luxury store’s high level of customer service to a high volume of consumers

Reformation, San Francisco

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.

The Big Picture

Stores that blend the physical and digital worlds elevate the in-store shopping experience and help retailers to engage with consumers on a deeper level. To find out more, see our Streamlined Shopping microtrend.