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Reforming retail


Delivering ‘Experiential Retail’ is seen as a vital weapon that physical stores can use in the fight against online competition. Lizzie Knight visited Reformation – a tech-enabled store in New York which offers a new way of fashion shopping.


I don’t know if I’ve ever been greeted at the door by a shop assistant offering me a glass of chilled rosé, but this was my introduction to the new store by sustainable fashion brand, Reformation, in New York’s Noho district.


Reformation claims it’s the first tech- enabled store in the Big Apple and – at 3,500 sq ft – it’s certainly the brand’s biggest US outlet.


The shop is maintained like a showroom, so every item on the floor is actually a sample piece and there is only one item displayed at a time. You shop via touch screens on


the walls. It’s similar to using the Reformation website, yet this interface only shows items that are in stock in the store.


You use the screens to select items that will then be brought to your personal dressing room. You’re asked to give your dressing room a name and, after a drink, the temptation to type a rude word is strong – if only to hear one of the Reformation babes seated at the store’s ‘Love Desk’ shout it out as your items become available.


Rapidly scanning for items that I’d seen on hangers but didn’t immediately recognise on the screen was a bit challenging but I was soon on the way to my dressing room where my selected items were waiting for me.


Browse | Q3 2018


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