‘Mannequins freak me out’: Inside Reformation’s new techie San Francisco store
There won’t be any mannequins in Reformation’s new San Francisco store. “Mannequins freak me out,” said Yael Aflalo, Reformation’s founder. “In stores, everyone does posters and prints signs and has mannequins. That’s just the way stores are, but they don’t have to be that way anymore. It’s antiquated.”
Reformation, which sells eco-friendly, on-trend clothing, launched in 2009 with an online store and a Los Angeles boutique. Since then, the brand has opened two New York stores, one in 2010 and the other in 2012. For its first new store in five years, Reformation is rethinking what the in-store experience looks and feels like by using e-commerce-enabled touch screens and fitting-room technology, and ditching old retail staples like physical signage, mannequins and cash registers.
More in Marketing
WTF is the CMA — the Competition and Markets Authority
Why does the CMA’s opinion on Google’s Privacy Sandbox matter so much? Stick around to uncover why.
Marketing Briefing: How the ‘proliferation of boycotting’ has marketers working understand the real harm of brand blockades
While the reasons for the boycotts vary, there’s a recognition among marketers now that a brand boycott could happen regardless of their efforts – and for reasons outside of marketing and advertising – that will need to be dealt with.
Temu’s ad blitz exposes DTC turmoil: decoding the turbulent terrain
DTC marketers are pointing fingers at Temu, attributing the sharp surge in advertising costs across Meta’s ad platforms to its ad dollars.