The Future of Fitting Rooms | Tech & Fashion

Shopping at a luxury store is more than just the item you walk out with. High-fashion companies have transformed a simple shopping trip into a self-indulgent experience. You’re often immediately greeted by a store employee who can guide you through your purchase, all the way from browsing to checking out. This more personal interaction provides an opulent experience that helps you feel catered-to and cared for. As we transition to more in-person activities, the fashion industry is trying to accommodate people’s post-isolation preferences. While we still may want a luxury experience when we resume in-person shopping, there is a preference for minimal social-interaction. Recent innovative technology has improved the shopping experience in a world of people with smaller social batteries but the same desire for luxury. This strategy is perfectly encapsulated by the Reformation shopping experience.

Reformation’s CEO, Yael Aflalo, had an idea to accommodate a more personal experience with less face-time involved. Rather than be sucked into the traditional pattern of crowded fast-fashion stores and little assistance, she created a system that makes in-person shopping fun, personal, luxurious, yet still goes without the need for much in-person interaction. No more messy fitting rooms, searching for hours through racks, or awkwardly asking store employees for what you need.

The other day, I stumbled on a video with an in-depth look into the process of the Reformation fitting rooms. After spending the summer in NYC, I decided to check it out for myself. As soon as I walked in, I was greeted by airy clothing racks and giant screens plastered on the walls. I approached one, and saw images of clothes that looked similar to the Reformation website.

After “tapping to start” there were pictures of each item available in the store, along with the different sizes. Every item was organized by category, and all it took was a swipe to the right to browse more items.

I was talking to my roommate about the concept of this store, and she wasn’t as impressed. What is the point of going to an in-person store if you’re just going to stare at the clothes on the screen? What is on the racks?

Valid questions, but Reformation answers them all. The racks are there as a “sample size” to browse. They showcase the pieces, but there’s only one size of each item just so you can see what it looks like.

It’s up to you to order your correct size on the screen. When you order the item on the screen, it will appear in your personal dressing room (courtesy of a fast-moving sales assistant bringing it there). Once you’re done on the screen, you go to approach the fitting room area. There are automatic doors, plush walls, and three different kinds of light settings to see your clothes from all angles. If you want to order another piece to the room, you are notified when they arrive in the rack, and the automatic door opens up to the enclosed rack that is made just for you. The experience felt personalized and luxurious, at a much lower price point.

Although they may seem different, we can compare this shopping process to many large Silicon-Valley stores. One particular example is Apple. While the store is usually crowded, there are always employees available to help you with a one-on-one shopping experience. There is a minimalist feeling to the store, with products being on display-only, instead of them out in the open, available to pick up and check out. You don’t have to pick out the actual item yourself, a sales assistant will get it for you. Less work for the customer, and a hassle-free experience that ends with you walking out satisfied.

Walking through Reformation was like getting a glimpse into what I imagine future shopping experiences will look like. If you’re an introvert, or if you simply don’t want to search through dozens of racks and sizes, I think you’ll like this direction clothing retailers are headed in.

Words and Photos by Alisha Mirapuri