Yes, It’s Reformation, A Revolution
Fast Fashion, But Sustainable
Reformation began with a bold vision: to prove that fashion and sustainability can go hand in hand. Launched in 2009 by Yael Aflalo, the brand has become synonymous with eco-friendly practices and stylish designs.
Reformation’s mission is clear: to lead a sustainable revolution in the fashion industry. It has become the core of their storytelling, resonating deeply with environmentally conscious consumers.
Reformation’s marketing strategy has been multifaceted, consistently leveraging digital and traditional channels to tell its story. The brand has not only carved out a niche for itself but has also inspired other brands to follow in its footsteps.
Sustainable Doesn’t Mean Boring
On platforms like Instagram, Reformation prefers visual storytelling, showcasing its latest styles while highlighting sustainability. The brand often shares behind-the-scenes looks at its eco-friendly manufacturing processes, including materials, facilities, and staff, using engaging visuals and narratives to connect with its audience. Instagram stories and posts remind followers of environmental issues, fostering a community of eco-conscious fashion lovers.
Reformation recently posted a short video on Instagram with the text “Couples that wear Ref together stay together.” This video was crafted by Heidi Montag and her husband, Spencer Pratt. In the video, Heidi and Spencer feature a playful tone, saying, “We are Married” and “We are Speidi.” They do not mention Reformation, but they both wear Reformation.
Reformation embraces an influencer strategy, capitalizing on the clout of social media personalities to amplify its brand presence. Influencers serve as a genuine conduit between the brand and its target audience, being seen as trustworthy peers rather than corporate advertisers. Typically, loyal followers on social media are highly engaged, thereby enhancing Reformation’s visibility and credibility. Influencers possess the knack for creating content with a natural appeal, like the post from Heidi, who has around 1 million followers, and Spencer, with about 550k followers, captures the intimate celebration of love and the shared passion for Reformation.
More than that, if you are scrolling through Reformation’s Instagram account, you might find some funny and shareable videos that seem familiar. Well, you probably feel this way because the only difference in all of the videos is that the subjects are now wearing Reformation. This brand, which prides itself on sustainability, appears to take this ethos seriously.
Rachel Karten describes Reformation’s strategy of remaking videos as both ‘sneaky’ and ‘smart,’ explaining that it contributes to the diversity of the brand’s digital content. In my view, it also helps to solidify the brand’s image in the digital marketplace.
Telling a brand’s story comes with its set of challenges today. The fast-paced nature of social media and the vast sea of content can make it difficult for brands to stand out. However, Reformation has turned these challenges into opportunities. Through innovative storytelling and savvy marketing, they have created a brand that is as much about making a statement as it is about making a difference.
Reformation goes beyond the wardrobe and into consumers’ consciousness. Today, fashion followers demand more than just beauty in their attire; they seek purpose and sustainability. Sustainability is not the second-best option; it is the blueprint for a revolution in the modern fashion industry.
