The contradictions of Reformation and what it says about consumer behaviour
A brand deep-dive: and yes, I'm obsessed with its emails.
If you have worked with me, you will be well aware that I regularly refer to Reformation. Mostly as an example for marketing content. If you’re a copywriter who has worked for me, I have definitely forwarded you a Reformation eDM and pointed out the SL/PH.
In fact, if you’ve been subscribed to my newsletter, you’ll also know that I do like the brand as a consumer, too. Khaite pricepoints this is not.
While what they make is fun for its on-trend quality, my fascination for Reformation comes less from the product but more its brand mission and values and how they communicate this to the customer, particularly how it speaks about sustainability in a now very-crowded and busy space. And of course, its marketing. (Truthfully, I haven’t bought Reformation since about 2020; a tie-dye pink long-sleeve T-shirt that I wore on internal work video calls during Melbourne lockdown.)
The appeal of Reformation tells us a lot about consumer behaviour in fashion, and outside of fashion. Humans are sometimes so simple, at the end of the day!
I’m keeping this for paid subscribers, and will be covering:
How it all began
Manufacturing and lead-times and how it is surprisingly inspired by the Zara fashion chain business model
Marketing and tone of voice, and how it communicates its sustainability pillar
Timeline of financials including outside investment; fascinating, and a bit nerdy. The numbers itself are meaningless, but noticing the big jumps and seeing what was happening at the time tells you a lot.
Controversies — as almost a ‘legacy’ brand, there have been some questionable moves which have resulted in its founder and CEO stepping down in 2020
Takeaways for brand owners, founders, marketers, entrepreneurs and intrapreneurs
I gave myself a week to research and write this, but it has taken more like three weeks. I hope you enjoy it.
(Below: wearing a Reformation dress circa 2019.)
