Reformation goes tech in San Francisco

Reformation is revamping its stores with a new wave of digital. The sustainable contemporary brand is opening a new store in San Francisco that will be heavily tech-influenced.

The new space will open in San Francisco’s Mission District at 3,500 square feet. Instead of going the traditional route of having a mannequin window and visuals, the store is headed towards a more minimalist approach. The flagship will be based on technology, which will reflect the experience of shopping on Reformation’s online website. “You have the ease of the web site where you can easily search, easily find everything, but the fun of the store,” founder and chief executive officer Yael Aflalo told WWD of the new location. The store’s functions will include being able to shop with an iPad in hand to create their own dressing rooms. There will be access to touchscreens that will allow customers to find the styles they want in their preferred size more easily. The store will also have outlets for various phones so that customers can listen to music while they try on clothes. This also helps for Reformation to keep track of which styles are doing best in-store, according to WWD.

As retail seems to be on the decline, it’s an interesting move for stores to invest in more digitally-inspired concepts. Creating a unique experience is one way for retailers to keep things interesting for shopper. Currently, Reformation has confirmed that the new tech-store will debut next Tuesday on February 21. The label, which has done very well online, can only seem to benefit from the e-commerce-influenced store.

Photo: Reformation