Clothing Brand Tries To Reimagine The Shopping Experience From The Ground Up

Clothing Brand Tries To Reimagine The Shopping Experience From The Ground Up
Design & Architecture

The new store in SF takes cues from Apple and Tesla and puts customers at the center of the retail experience

Marielle Castillo
  • 17 february 2017

Eco-conscious fashion label Reformation is turning to technology to simplify and enhance its customers’ in-store experience. The new location, opening in San Francisco later this month, will feature tech-enabled retail concepts for more efficient shopping, including touch screens and digital fitting room attendees.

Instead of overcrowding the space with mannequins and racks with multiple sizes of the same item, the store features a single piece of each garment. The shop will have touch screens and a “magic wardrobe” where shoppers can try on items in the store’s fitting room via a monitor that’s home to a digital attendee. Instead of going back and forth between the fitting room and sales floor to try on different garments, shoppers can request additional styles, sizes or colors from the monitor. Once the request is made, the new piece will appear behind the wardrobe’s doors. The rooms also feature customizable lighting and the ability to play your own music.

According to Reformation founder Yael Aflalo, the Bay Area felt like the right location for this new retail space because of its receptiveness to fresh ideas involving technology and sustainability.

The retail space will also have environmentally-conscious design touches such as rammed earth walls sourced from local builders, low-VOC paints that release fewer toxins into the air, hangers made from recycled materials and reusable shopping totes.

Reformation’s San Francisco store will open its doors on February 21 at 914 Valencia Street. If all goes successfully, Aflalo hopes to also implement these tech features at its New York and Los Angeles stores.


+magic wardrobe
+San Francisco
+shopping experience
+Touch Screen

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