Reformation #refhome
#refbeach
A brand extension brought to you by: Samantha Lown Andrea Penalba Frances Pace Caroline Wild
Reformation Overview Founded in 2009 by Yael Aflalo Certified Benefit Corporation (B Corp) Headquartered in downtown L.A. All garments are manufactured in the U.S. and abroad using sustainable practices Store locations: Los Angeles, San Francisco, SoHo, Lower East Side, Miami
“It is our mission to lead and inspire a sustainable way to be fashionable.”
Demographics Female 22-32 Lives near the beach or in a warm location Psychographics Eco-friendly and vegan
Target Consumer Overview
Supports sustainability Active - bikes and does yoga Does not shop fast fashion focuses on key pieces Spends her money wisely
#refhome
100% Sustainable Duvet Covers, Sheets, Bed Pillowcases, and Throw Pillows Duvet Cover and Sheet Sizes: King, Queen, Full, and Twin Duvet Cover Range From: $150-200 Sheets Range From: $100-150 Bed Pillowcase Price: $58 Throw Pillows Range From: $48-68
#refbeach
100% Organic Cotton Beach Towels 39” x 71” Available in 4 colors Price: $60
Join us at our L.A. store for an exclusive, eco-friendly event to celebrate #refhome and #refbeach
Sat. June 3, 2017 5-8pm
8253 Melrose Ave.
Los Angeles, CA 90046
5 P’s: Product
Focus on using recycled materials 15% of our fabric is vintage or reused dead stock We buy leftover and over-orderd fabric to remain eco-friendly
5 P’s: Place
Our products are only sold in our stores and online to avoid traditional retail markups Our stores are built using sustainable materials We purchase carbon offsets to cover every single domestic shipment
5 P’s: Price
RefScale tracks our environtmental footprint - we share this to show the reason behind our prices As affordable as possible, while taking into account the costs On track with our clothing collections
5 P’s: People
We believe people are the most important element in any service or experience Over 3/4 of our team are women and people from underrepresented populations All employees are supplied with training for the best employeeconsumer relationship
Sustainability is a key element in our marketing
5 P’s: Promotion
We have created exclusivity by only being sold in our stores and on our website We use Facebook, Instagram, and Twitter We sponsor eco-friendly events Our promotional strategies also include visual merchandising
SWOT Analysis Strengths
Weaknesses
- Sustainable company
- Expensive
- Modern, beautiful design
- Limited number of store locations
- Strong brand identity
- High cost of production
- Good use of non-traditional marketing
- Relatively niche market
- Successful e-commerce business
Opportunities
Threats
- Unexplored home and linen market
- Larger companies with lower prices
- Reach consumers that want a
and similar products
100% sustainable lifestyle
- Loss of interest in sustainability
- Find a way to lower prices
- Resources becoming too expensive
- Educating consumers on sustainability
- Rise of production costs
Competitors In terms of product: Anthropologie West Elm Pottery Barn In terms of sustainability: LOOP Bambeco
Meet me in bed the new collection.
In-Store Signage
#refhome
Dry On. Dry Off.
#refbeach
#refbeach
Email Blast
Email Blast
Social Media Strategy
We primarily announce our instore events here and repost Reformation-related articles We remind our customers of events here and repost Reformation-related articles We introduce our new products here and share our inspiration
Beach Collections. Have a cocktail, hang out, and tell us your summer dreams.
100,000 Reviews 10:26
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Reformation
Being naked is the #1 most sustainable option. We‘re #2.
Mel 8253 Melrose Ave. Los, Angeles, CA 90046
http://www.thereformation.com love@thereformation.com 855 756 0560 Photos by Reformation
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Join us June 3, 2017 from 5-8pm for an eco-friendly event to celebrate the launch of our Ref Home and Beach Collections. Have a cocktail, hang out, and tell us your summer dreams.
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HEY L.A. REF BABES - CELEBRATE WITH US
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Mel 8253 Melrose Ave. Los, Angeles, CA 90046
Sustainable Clothing Brand Introduces Beach Collection / Lifestyle / Shopping bustle.com Like
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Being naked is the #1 most sustainable option.
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Reformation @reformationx
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1h Reformation @reformationx Come hang out with us at our L.A. location on June 3rd 5-8pm for drinks and a celebration...
Reformation @reformationx 2h The Ref Home and Beach Collections are here. bit.ly/1vWE Home
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Edit Profile Reformation Being naked is the #1 most sustainable option. We’re #2. bit.ly/shop_reformation
12,988 likes reformation Meet me in bed. Introducing the new home collection. #refhome view all 487 comments
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11,485 likes reformation Dry on. Dry off. #refbeach view all 512 comments
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9,429 likes reformation Take this out for a spin. All you need is a vespa and some rosĂŠ. But not together. #refbeach view all 648 comments
Reformation #jointhereformation