Reformation, known as Ref to the fashion set, recently opened its doors on a bustling block of Magazine Street. What began as a grassroots effort to curb fast fashion and champion local manufacturing has since blossomed into a coveted international label at the forefront of style. Based in Los Angeles, the brand is celebrated for its effortlessly cool designs and devotion to a feminine silhouette. A cult favorite among Hollywood’s IT girls, Reformation is poised to bring its influence on New Orleans fashion all while embracing the city’s distinctive charm. Sarah Hooe, SVP of Global Growth and Expansion at Reformation took a moment to chat with Avenue and answer the questions on all of our minds.
Why was New Orleans (and Magazine Street specifically) a good fit for Reformation? We’ve expanded our footprint in the south significantly over the past few years as we’ve seen demand for Ref grow in the region. Our stores in Nashville, Charleston, and Charlotte have far exceeded expectations. We’ve been overwhelmed by the support we’ve received at Reformation New Orleans after just a few days of business. The Garden District store is flanked by shotgun style homes converted into restaurants, galleries, and stores. We were so excited to secure such a special space on Magazine Street that is emblematic of New Orleans. We love that it’s part of a vibrant arts-focused neighborhood where we can authentically connect with the community.
How do you plan to engage with the local community, i.e.: events, philanthropy etc.? We recently hosted a housewarming party that was open to the public. It was catered by Bacchanal and featured live music from the Dr. Brice Miller Jazz Trio and wine from Really Really Nice Wines. It was so fun to see customers celebrating with us in the store and getting their thoughts on our assortment. Customer relationships are always important, but especially in a market like New Orleans where community is king. We have a great store team in place with a wealth of local retail experience who will play an important role ensuring we’re translating the brand in a locally relevant way.
What is your typical customer’s age range and style? We have customers of all ages, which speaks to the wide appeal of the brand and our products. Our core customer is anywhere from 25-50 years old, so we often see mothers and daughters shopping together, which is really fun. Interestingly, our fastest growing customer segments fall below and above this age range. We are intentional about our assortment, so it always feels like there’s something for everyone at Ref.Â
Is there anything new and notable about the brand we should know? Anything exclusive to the New Orleans store? Sustainability is a core part of our brand identity and mission. Like all our locations, our New Orleans store was designed with those values in mind. This includes everything from decorating the space with reupholstered vintage furniture to offsetting its electrical footprint with renewable energy. We also invest in green building infrastructure across our fleet to help minimize our waste, water and energy consumption, using Green Business Certification standards. Also, Reformation New Orleans features our unique Retail X concept, which integrates tech strategically into the shopping experience. Customers can browse store inventory and build their fitting room from touchscreens situated throughout the store or use a QR code to shop from their phones. Additional touchscreens in the dressing rooms make it easy to request new styles, sizes or get more information about the product. It’s a more convenient way to shop, designed to bring the best of our online experience to our physical spaces. And for those who would rather browse the old-fashioned way, our store team is ready and waiting to assist directly!
You can visit Reformation at 3909 Magazine St. or online at thereformation.com.
