{"id":9003,"date":"2020-10-08T14:57:38","date_gmt":"2020-10-08T09:27:38","guid":{"rendered":"https:\/\/www.vue.ai\/blog\/?p=9003"},"modified":"2023-10-19T16:29:30","modified_gmt":"2023-10-19T10:59:30","slug":"reformation-sustainable-popularity-young-shoppers","status":"publish","type":"post","link":"https:\/\/www.vue.ai\/blog\/leaders-in-retail\/reformation-sustainable-popularity-young-shoppers\/","title":{"rendered":"5 Ways Reformation Is Inspiring A New Generation of Shoppers"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_65 counter-hierarchy ez-toc-counter ez-toc-transparent ez-toc-container-direction\">\n<p class=\"ez-toc-title\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-69f0df5085b85\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-69f0df5085b85\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.vue.ai\/blog\/leaders-in-retail\/reformation-sustainable-popularity-young-shoppers\/#1-the-cool-girl-aesthetic\" title=\"1. The Cool Girl Aesthetic\">1. The Cool Girl Aesthetic<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.vue.ai\/blog\/leaders-in-retail\/reformation-sustainable-popularity-young-shoppers\/#2-transparent-operations-and-sustainable-materials\" title=\"2. Transparent Operations and Sustainable Materials\">2. Transparent Operations and Sustainable Materials<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.vue.ai\/blog\/leaders-in-retail\/reformation-sustainable-popularity-young-shoppers\/#3-inclusive-sizing\" title=\"3. Inclusive Sizing\">3. Inclusive Sizing<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.vue.ai\/blog\/leaders-in-retail\/reformation-sustainable-popularity-young-shoppers\/#4-tech-focus\" title=\"4. Tech Focus\">4. Tech Focus<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.vue.ai\/blog\/leaders-in-retail\/reformation-sustainable-popularity-young-shoppers\/#5-reformations-cheeky-marketing\" title=\"5. Reformation&#8217;s Cheeky Marketing\">5. Reformation&#8217;s Cheeky Marketing<\/a><\/li><\/ul><\/nav><\/div>\n<span class=\"rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\">4<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span>\n<p>Reformation is the poster brand for <a rel=\"noreferrer noopener\" href=\"https:\/\/www.vue.ai\/blog\/trends-and-analysis\/fashion-and-sustainability-in-2020\/\" target=\"_blank\">sustainable fashion<\/a> &#8211; and with good reason. With brand loyalists the likes of Meghan Markle, Rihanna and Emily Ratajkowski, Reformation has carved a distinct niche for itself and is easily fashion\u2019s most successful sustainable brand. Founded in 2009 by former model Yael Aflalo, Reformation is now a <a rel=\"noreferrer noopener\" href=\"https:\/\/www.thereformation.com\/\" target=\"_blank\">global brand<\/a> operating twenty stores across the world.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Here are five ways Reformation continues to inspire a new generation of shoppers:&nbsp;<\/h4>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"1-the-cool-girl-aesthetic\"><\/span><strong>1. The Cool Girl Aesthetic<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Reformation has honed its laid back but sultry aesthetic to the point where it\u2019s so distinct, you can spot it on the streets. [As Jia Tolentino writes in The New Yorker, Reformation\u2019s apparel has \u201cthe power to confer an aura of nonchalant dominance.\u201d] Their aesthetic has created an entire community of fans who can\u2019t get enough of their chic, feminine and effortless styles that are universally flattering across body types. Their 90s vibe, dramatic sleeves and vintage inspired silhouettes combined with clean lines and modern details have made the brand a cult favourite, even among celebrities! Rihanna, Karlie Kloss and Taylor Swift have all been spotted wearing Reformation not once, but on multiple outings. Kendall Jenner and Kaia Gerber are also fans. Reformation is a brand that has single handedly democratised A-List style. <\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"786\" height=\"1024\" src=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2020\/10\/meghan-markle-reformation-786x1024.jpeg\" alt=\"\" class=\"wp-image-9007\" srcset=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2020\/10\/meghan-markle-reformation-786x1024.jpeg 786w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2020\/10\/meghan-markle-reformation-230x300.jpeg 230w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2020\/10\/meghan-markle-reformation-768x1001.jpeg 768w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2020\/10\/meghan-markle-reformation-1179x1536.jpeg 1179w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2020\/10\/meghan-markle-reformation-150x195.jpeg 150w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2020\/10\/meghan-markle-reformation.jpeg 1535w\" sizes=\"(max-width: 786px) 100vw, 786px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"2-transparent-operations-and-sustainable-materials\"><\/span><strong>2. Transparent Operations and Sustainable Materials<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Reformation was born out of the need to change the way fashion was being produced and consumed. Did you know that the brand\u2019s first dresses were made out of vintage clothes and headstock fabric? One of the primary aims behind starting Reformation was to show that sustainability is in fact scalable. Transparency is also a priority for the brand. Reformation publishes a sustainability report every quarter which has information not only about the environmental consequences of the fashion industry, but also its own impact. <\/p>\n\n\n\n<p>The reports also trace the materials that are used in Reformation\u2019s garments and discuss the wages and benefits that are paid to its own manufacturing staff. Most importantly, it lays bare the brand\u2019s own shortcomings and areas that it wants to improve. According to the 2020 Consumer Culture Report, a whopping &nbsp;<a href=\"https:\/\/www.5wpr.com\/new\/research\/5wpr-2020-consumer-culture-report\/\">71% of consumers<\/a> prefer buying from brands whose values are aligned with theirs &#8211; and <a href=\"https:\/\/www.forbes.com\/sites\/andriacheng\/2019\/10\/17\/more-consumers-want-sustainable-fashion-but-are-brands-delivering-it\/#56d5351d34a5\">sustainability tops the list<\/a>. <\/p>\n\n\n\n<figure class=\"wp-block-embed aligncenter is-type-rich is-provider-instagram wp-block-embed-instagram\"><div class=\"wp-block-embed__wrapper\">\nhttps:\/\/www.instagram.com\/p\/CEXzwinHncc\/?utm_source=ig_web_copy_link\n<\/div><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"3-inclusive-sizing\"><\/span><strong>3. Inclusive Sizing<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Reformation\u2019s sizes are inclusive and made for bodies of all sizes. The brand launched permanent extended sizing last year and now cater to consumers from size 0 to size 24. They have special sizing for petite and tall consumers as well. The brand truly believes that sustainable fashion deserves to be a part of every consumer\u2019s wardrobe &#8211; and it shows!<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"960\" height=\"720\" src=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2020\/10\/sigmund-dress-es-splatter.jpg\" alt=\"\" class=\"wp-image-9005\" srcset=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2020\/10\/sigmund-dress-es-splatter.jpg 960w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2020\/10\/sigmund-dress-es-splatter-300x225.jpg 300w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2020\/10\/sigmund-dress-es-splatter-768x576.jpg 768w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2020\/10\/sigmund-dress-es-splatter-853x640.jpg 853w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2020\/10\/sigmund-dress-es-splatter-150x113.jpg 150w\" sizes=\"(max-width: 960px) 100vw, 960px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"4-tech-focus\"><\/span><strong>4. Tech<\/strong> Focus<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Reformation has always been ahead of the curve when it comes to adopting technology. Apart from incorporating technology in their manufacturing processes that allows them to be sustainable at scale, its stores also harness the power of technology to deliver unforgettable shopping experiences. Shoppers can select the clothing items they want to try on giant touchscreens, which are then magically transported to a wardrobe in the changing room that\u2019s been assigned to them. If consumers aren\u2019t happy with what they try on, they can use the tablet inside the changing room to swap those pieces out without having to interact with anyone in store. Now that\u2019s a memorable shopping experience!<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"768\" height=\"1024\" src=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2020\/10\/download-768x1024.jpeg\" alt=\"\" class=\"wp-image-9010\" srcset=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2020\/10\/download-768x1024.jpeg 768w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2020\/10\/download-225x300.jpeg 225w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2020\/10\/download-640x853.jpeg 640w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2020\/10\/download-150x200.jpeg 150w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2020\/10\/download.jpeg 865w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"5-reformations-cheeky-marketing\"><\/span>5. Reformation&#8217;s <strong>Cheeky Marketing<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Finally, Reformation\u2019s brand messaging and marketing are incredibly memorable. Their website\u2019s mission states: \u201cBeing naked is the #1 sustainable option. We are #2\u201d. Their campaigns also feature beautifully shot women juxtaposed with phrases like \u201cleave me alone\u201d, \u201chow whimsical\u201d and \u201ccasual\u201d. Their line wedding dresses are advertised in a similar tongue in cheek manner: \u201cUnfortunately we can\u2019t give you any marriage advice,&nbsp; like what to do if you start watching a show together but then you secretly watch an episode on your own, but we do make dresses for that sort of commitment.\u201d This makes the brand come across as more than just a fashion label, but as a community with a vibrant personality.&nbsp;<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"768\" height=\"1024\" src=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2020\/10\/embry-dress-plum-768x1024.jpg\" alt=\"\" class=\"wp-image-9006\" srcset=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2020\/10\/embry-dress-plum-768x1024.jpg 768w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2020\/10\/embry-dress-plum-225x300.jpg 225w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2020\/10\/embry-dress-plum-640x853.jpg 640w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2020\/10\/embry-dress-plum-150x200.jpg 150w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2020\/10\/embry-dress-plum.jpg 948w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/><\/figure><\/div>\n\n\n\n<p>It\u2019s hard to pinpoint to just one aspect of Reformation as the secret behind its success. The brand is successful because it created a paradigm shift in fashion by offering sustainability at scale. And it continues to thrive because of its one of a kind aesthetic and voice.<\/p>\n","protected":false},"excerpt":{"rendered":"<p><span class=\"rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\">4<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span> Reformation is the poster brand for sustainable fashion &#8211; and with good reason. With brand loyalists the likes of Meghan Markle, Rihanna and Emily Ratajkowski, Reformation has carved a distinct niche for itself and is easily fashion\u2019s most successful sustainable brand. Founded in 2009 by former model Yael Aflalo, Reformation is now a global brand  &#8230;<\/p>\n","protected":false},"author":23,"featured_media":9011,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1160,1522],"tags":[1187,910,919,917,8,35,920,262,913,521,332,915,923,921,914,909,922,918,179,912,394,81,911],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Reformation | 5 Ways The Brand Is Inspiring Young Shoppers<\/title>\n<meta name=\"description\" content=\"Reformation has carved a distinct niche for itself and is easily fashion\u2019s most successful sustainable brand. 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