Women’s Spring 2021

FM341/701 Molly Lewis History - Contemporary Sustainable Women’s Clothing and Accessory Brand - Design Mission: To make effortless silhouettes that celebrate the feminine figure. - Target Market: women 18-30, working millennial or new mother who is environmentally cautious & values quality clothing - Founder, Yael Aflalo, started Reformation in 2009 after becoming disenchanted with the fashion industry while working at her first brand and witnessing the negative environmental effects the industry had. She became determined to find a way to make fashion that wasn’t wasteful. - Reformation has 19 brick and mortar stores, a successful online business, and productive relationships with department stores selling Reformation Product Current In Store Merchandise Store Visit: Reformation SOHO February 8, 2020

Category: Women’s contemporary - Feminine silhouettes with updated detailing

- Fabric: Organic, Soft Touch

- Colors: mostly basics - black, white, ivory with pops of blue, emerald, red

- Patterns: Vintage Florals, Modern Animal Print

Overall trend: vintage inspired feminine with sleek black staples Successful retail garments: Dresses, Blouses, skirts

Price Range: $80-$330

Other Store Details:

- Witty Signage

- Clean, Crisp, Simple Layout - White & Natural Wood Color Palette: Style: #1001: Square Neck Pleat Dress Fabric: Woven Crepe - Fiber: 53% viscose 47% rayon Colors: Persian Fire Dot Pitch Flowers Bright Sage Flowers

-Price Information: Retail: $248

MU%: 72%

m u

-Sizes: 0,2,4,6,8,10,12 s p

i

m

e

r

o L

Reformation women’s Inspiration: Andrew GN current item to be Paris Dress– use for updated pleated skirt and sleeves Style: #1002: Square Neck Tie Tank Fabric: Charmeuse Woven Fiber: 100% Silk Colors: Bright Sage Persian Fire Camel Pitch Dot Flowers

-Price Information: Retail: $128 MU%: 69% -Sizes: 0,2,4,6,8,10,12

Reformation women’s Inspiration: Oliver Theyskens current item to be Blouse – Use for Underwire Bustier updated Style: #1003: Pussy Bow Blouse Fabric: Charmeuse Woven - Fiber: 100% Silk Colors: Mauve Shadow Pitch

-Price Information: Retail: $148 MU%: 73% -Sizes: XS,S,M,L,XL

Reformation women’s Inspiration: Celine current item to be Paris Blouse – Use updated for Bow on Neck Style: #1004: Slit Front Jean Fabric: Twill Weave Fiber: 68% Organic Cotton, 30% TENCEL Lyocell, 1% Elastane Colors: Pitch Dark Pigeon

-Price Information: Retail: $98 MU%: 69% -Sizes: 23,24,25,26,27,28,29,30,31

Reformation women’s Inspiration: Off White current item to be Pants – Use for Slit Ankles updated Style: #1005: Paperbag Cargo Pant Fabric: Woven Twill Woven - Canvas Fiber: 100% Colors: Camel Toffee Nut

-Price Information: Retail: $178 MU%: 72% -Sizes: 0,2,4,6,8,10,12

Reformation women’s Inspiration: Dolce and Gabbana current item to be Pants – Use Pockets updated Style: #1006: Midi Fit and Flare Dress Fabric: Stretch Knit Fiber: 88% TENCEL Lyocell, 12% Spandex Colors: Persian Fire Pitch Mauve Shadow Bright Sage

-Price Information: Retail: $98 MU%: 69% -Sizes: XS,S,M,L,XL

Reformation women’s Inspiration: Sies Marjan Dress 2020 current item to be – Use Asymmetrical Skirt updated

Ticket & Label Guide Tops Ticket & Label Guide Bottoms

m

u

s

p

i

m

e

r

o L