Reformation is a fashion label known for its eco-friendly and trendy clothing since 2009. Now, the label has thought of new ways to enhance the customers’ in-store experience. On Feb. 21, the fashion label launched a new store in San Francisco that has changed the typical shopping experience. Their store aims to be sleek and minimalistic, and has incorporated touch screens and fitting room technology called e-commerce, to decrease clutter and optimize shopping experiences. Their store is also ditching mannequins, cash registers, large clothing racks, and physical store signs.

Reformation’s founder, Yael Aflalo, addressed the complications of modern-day shopping, and how merging technology can solve these inconveniences. Aflalo stated, “Most stores are super messy, you can never find your size, you have to wait in line forever, the dressing room lighting is the worst. I felt like a high-volume, high-end retail experience was basically nonexistent.” Adding these digital features and their expense did not concern Reformation. They perceive it as a way to give a customer more options in their overall experience of the store, such as salespeople interaction. They’ve noticed 80 percent of Reformation’s sales are from 30% of its items, so those products are chosen for display on the sales floor. Their other products are then accessible through the touch screen.

Customers can then go to a ‘magic wardrobe’, or a tech-enabled fitting room, that includes customized lighting and the choice to play your own music! If a garment turns out to be the wrong color or fit, they can request a change on the fitting room’s monitor, also called “digital attendant.” In a few moments, your desired item appears behind the wardrobe’s doors.

Lastly, there is self check-out. To avoid similarity of a grocery store self check-out, Reformation instead has its customers pay on clerks’ iPhones, much like an Apple store experience. They either pay with credit or Apple pay. Aflalo, after long consideration, decided the Bay was the perfect location to launch this new tech-enabled store because of its receptiveness to technology and sustainability. The store, along with its clothing, is environmentally conscious. The retail space was designed with rammed earth walls from local builders, low VOC paints that release less toxins into the air, and hangers created from recycled materials and reusable shopping totes.

Reformation plans to implement these new features into their New York and Los Angeles locations as well. Their unique approach may be paving the way in a movement to change the typical shopping experience. Simple, efficient, and modern, Reformation has gone above and beyond to integrate the benefits of online purchasing into the physical world.