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How Reformation clothing stores beat the rise of online shopping - Business Insider

reformation clothing store 2928 I like to try things on. Still, I didn't know what to expect from Reformation. "You just have to go to a store," founder Yael Aflalo told me. The San Francisco store was brightly lit and spacious, with a dozen clothing racks lined up. Along the walls, touchscreen displays flashed cheeky copy. "I like to be touched," they said. Most stores hang multiples of the same item in different sizes. Reformation cuts out the visual clutter by putting fewer sizes on display and keeping more items out back. Each hanger sits in a groove, which creates space between the items and gives the store the appearance of a high-end boutique.

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