Fashion For The Future

Reformation’s digital product team, led by Amanda Bennette, relies on data-driven collaboration to drive progress and support ongoing optimization. Bennette defines their product roadmaps in two ways: first, by collaborating with all departments to define a problem or capitalize on an opportunity; second, by studying customer behaviors and creating experiences that encourage or alter those behaviors. “In both cases, we set KPIs and hypotheses at the start and monitor them to determine success and direct us to the next iteration,” she said.

In order to deliver personalized and timely customer messaging, Jordan Wallace and his team partner with the tech department to integrate their systems with their tech stack. While there are various exciting projects in the pipeline, he’s most excited to integrate the company’s retail data and events into its email service provider. “We have rich data sets that track customers’ behaviors in stores, and we are working on bringing back that data to drive personalization and trigger automations. This project feels rewarding because it is a new frontier for lifecycle marketing,” he said.