Reformation · Experience Design
Magic Wardrobe. Reinventing the fitting room.
A touchscreen-enabled fitting room experience that blended the ease of online shopping with the tactility of physical stores.
No waiting. No re-dressing. Just a wardrobe that knows what you want.
Led the retail marketing and innovation strategy behind Reformation's pinnacle, tech-enabled fitting room experience: Magic Wardrobe. Built to address the worst part of buying clothes, the try-on. This best-in-class, often-imitated experience offered a welcoming, comfortable store environment.
Stores displayed single sample pieces on the floor, and customers requested sizes, colors, and styles from an in-room touchscreen that also controlled mood lighting and music — items appeared behind the closet doors without customers ever having to leave the fitting room or flag down an associate.
Each fitting room became a private, personalized space for customers and anyone else in their shopping party. As Sr. Director of Brand Strategy & Business Operations, I also secured $25M in Series B financing, expanded Reformation's retail footprint from 5 to 15 stores, and negotiated tier-1 commercial partnerships with Nordstrom, New Balance, and AWAY — helping grow revenue ~$150M, a 60% year-over-year increase.
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Year-over-year revenue growth during tenure