Fashion brand Reformation deploys Workarea ecommerce suite

09 Jun '18

2 min read

Courtesy: Workarea

Workarea has been deployed as the omnichannel digital foundation for Reformation, an LA-based sustainable fashion brand on a mission to lead and inspire a sustainable way to be fashionable. Workarea is an enterprise SaaS commerce platform that combines ecommerce, content management, search, and merchant insights into a single modern platform.

Reformation is using a consolidated administration system that includes automated content publishing, digital merchandising, and real-time insights derived from its increasing user base. The fast growing brand will continue to innovate on the Workarea platform to extend its capabilities across shopping touchpoints via the comprehensive Workarea API.

Yael Aflalo, Reformation’s founder and CEO, credits a portion of the brand’s success to their ability to rapidly introduce new products to market; in some cases going from sketch to dress in about 30 days. In an industry where products are often designed over a year before launch, this strategy paired perfectly with the Workarea platform’s focus on catalogue and content management efficiency and automation.

Reformation launched their proprietary technology-enabled retail concept designed to streamline the customer shopping experience. The new tech-driven stores feature touch screen monitors throughout, where customers can digitally add items (in whatever colour, style, size they want) to their dressing room and continue to browse while the items are loaded behind the scenes into a ‘magic wardrobe’ in their fitting room. With monitors inside the dressing rooms as well, customers can make new selections to try on and checkout entirely in the privacy of their room.

Kevin Hollingsworth, VP technology at Reformation said, “We wanted a great ecommerce site but we needed a platform that could be that and much more, including being a key part of our tech-enabled retail stores where online and brick-and-mortar experiences blend in exciting ways. Workarea’s architecture just makes sense. The tech stack consists of widely used open source frameworks and components. That meant our internal tech team could implement, extend, and integrate without needing developers with niche skill sets. We have five retail iOS applications, touchscreens, our event bus, PIM, WMS, etc all integrated with real-time connections via the Workarea API — and a cool ecommerce site. Exactly what we needed.” (GK)

Fibre2Fashion News Desk – India

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