‘Mannequins freak me out’: Inside Reformation’s new techie San Francisco store

There won’t be any mannequins in Reformation’s new San Francisco store. “Mannequins freak me out,” said Yael Aflalo, Reformation’s founder. “In stores, everyone does posters and prints signs and has mannequins. That’s just the way stores are, but they don’t have to be that way anymore. It’s antiquated.”

Reformation, which sells eco-friendly, on-trend clothing, launched in 2009 with an online store and a Los Angeles boutique. Since then, the brand has opened two New York stores, one in 2010 and the other in 2012. For its first new store in five years, Reformation is rethinking what the in-store experience looks and feels like by using e-commerce-enabled touch screens and fitting-room technology, and ditching old retail staples like physical signage, mannequins and cash registers.

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Lars is Google’s Head of Marketing across Singapore, Malaysia, Pakistan, Bangladesh and Sri Lanka. With nearly two decades of international experience in the Internet and media industry, his passion lies at the intersection of technology and marketing. His career spans across the globe - from Europe to the emerging markets in Asia - from early stage start-ups to large organizations, providing him with an in-depth understanding of marketing, sales and business development across cultures and industries. In his current role he is responsible for local B2B and B2C brand and product marketing across all Google and Youtube services and devices.

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