It’s the place in the store where dreams are realized. Or dashed. Where the actual sale takes place. Or not. It’s all about the box.
Once given relatively little attention and
placed in the back with a mirror and chair,
fitting rooms are no longer merely a space
to try on clothes. Retailers seeking to amp
up their brand experience are taking a long,
hard look at the functionality and design of
what’s increasingly becoming valuable sales
floor real estate. Particularly with digital’s
growing presence, the fitting room’s role is
becoming increasingly important.
“The final sale is more often than not
in the fitting room, and it’s the retailer’s
opportunity in the age of online shopping to make and leave a lasting, positive
impression with customers,” says Chris
Love, VP of architecture and construction for BCBG Max Azria Group in Los
The new look and feel of these rooms can
take on many forms. Transformations can
range from simple solutions such as adding
shelving and hooks to high-tech bells and
whistles like magic mirrors.
Adjustments to strategy
Bringing change to the changing rooms can
boost profits. Bottom line, trying means
more buying. A study by British consulting firm Envision Retail found a 67% conversion rate for customers who use fitting
rooms vs. 10% for those who don’t.
It’s no wonder, then, that retailers are
turning to designers and suppliers to create
more accommodating, comfortable digs.
Indeed, fitting rooms might be the only
place in the store where thinking inside the
box is as crucial as thinking outside.
The fitting room’s growing role warrants well-thought-out approach
By Beth Feinstein-Bartl
Rethinking the box
Adequate seating and hanging features are essentials. This Fairweather store was designed
by Ruscio Studio.