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This Shopping Experience Is For People Who Don't Like People

Women's fashion brand Reformation has a futuristic new store in San Francisco that uses touchscreens instead of salespeople. BuzzFeed News took a look around.

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The women's fashion brand Reformation has a futuristic new store located in San Francisco's Mission district.

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Then, you can go use one of the three touchscreen monitors mounted throughout the store, and select the clothing you want to try on.

Allyson Laquian / BuzzFeed News

Behind the scenes, workers will gather the items from inventory and put your stuff into a “magic wardrobe” (which is pretty much a smart dressing room). It’ll take a few minutes for the items to appear in the fitting room.

There’s a two-way door system with a super-strong magnet in each fitting room that allows employees to fill up the wardrobe from the other side — without being able to walk in on you changing.

Allyson Laquian / BuzzFeed News

If the door to your side, the fitting room side, is open, the employees won’t be able to open the opposite door on the inventory side.

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Inside the fitting room, there is a selection of different lighting scenarios ("basic," “cool,” “golden,” and “sexy-time”). You can also connect your phone to in-room speakers to play your own music.

If a size doesn’t fit you, you can pick another size on the touchscreen monitor in your fitting room.

Allyson Laquian / BuzzFeed News

So you don't have to call a salesperson (or leave your fitting room half-dressed) to get a different size.

This new retail experience is a mixture of in-person and online shopping: You select items from a screen, but you get to test and see the clothing IRL.

Once you’re ready to check out, a salesperson with an iPhone will help you.

Allyson Laquian / BuzzFeed News

Because there are no cash registers, the new store only accepts credit and debit cards.

Allyson Laquian is a junior video producer for BuzzFeed News and is based in San Francisco.

Contact Allyson Laquian at allyson.laquian@buzzfeed.com.

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