The clothing brand Reformation recognized that while its sales were increasing, customer experiences in-store were going downhill in terms of quality and as a result, the brand decided to completely change the way its store functions.
Upon walking into the Reformation store, customers will now only see a small selection of curated clothing items that the brand has determined are most popular among its consumer base. This gives the store an appearance of being more luxurious and selective, while still being accessible. If consumers want to see the store's entire selection, they can do so on a touchscreen and once an outfit is chosen, it is retrieved and laid out for them in a dressing room by a worker. The changing room is large and has store representatives that offer personalized recommendations to people trying on clothes.
Reformation's experiential store design works to further engage consumers and make them more likely to remain loyal to the brand.
Ultra-Curated Fashion Stores
'Reformation' Uses Automation for a Custom Shopping Experience
Trend Themes
1. Ultra-curated Fashion - Opportunity for brands to curate a small selection of popular clothing items for a more luxurious and selective shopping experience.
2. Automated Store Experience - Automation technology can be used to allow customers to browse and select items on touchscreens, enhancing the convenience and personalization of the shopping experience.
3. Experiential Store Design - Creating engaging and interactive store environments with personalized recommendations can foster brand loyalty and enhance the overall shopping experience.
Industry Implications
1. Fashion Retail - Fashion retailers can adopt ultra-curated, automated, and experiential store designs to attract and retain customers, offering a unique shopping experience.
2. Technology - Technology companies have the opportunity to develop automation solutions for the retail industry, offering touchscreens and other interactive tools to enhance the in-store shopping experience.
3. Consumer Goods - Brands in the consumer goods industry can explore experiential store designs and personalized recommendations to engage with consumers and differentiate themselves in the market.