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.
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