Beth Feinstein-Bartl is a
seasoned freelance writer and
journalist. She has covered
issues ranging from manufacturing processes to design
less of whatever technology brings, will
always require an old school mentality of
service and cleanliness.
Fitting rooms that are great when the
store opens often are the last area to be
refreshed. Experts say retailers should
think of themselves as hosts.
“If you have guests in your house, make
sure the bathrooms are spotless,” Paul says.
“Tech is sexy and fun and can often add to
the experience and the bottom line, but
show me a fitting room with great lighting,
a chair, a mirror, plus enough hooks, and
you have me as a customer.”
Fitting rooms will always be the tipping
point that makes the difference between a
successful apparel retailer and a failing one,
Looking for a good fit
Retailers have been trying various
fitting room strategies on for size,
both new tech and old school:
• A 3D body scanner at Alton Lane
helps customers with fit.
• Tablets in Karl Lagerfeld fitting
rooms have selfie filters for
capturing a look and sending
• Retailers such as TopShop and
Macy’s have experimented with
augmented reality showing
shoppers what they’d look like
if they tried something on.
• Tiered-privacy fitting rooms in
swimsuit retailer Everything But
Water accommodate fit professionals working with clients.
• Silver Jeans allows fitting rooms
to be converted into fitting room
suites to accommodate multiple
• An Under Armour flagship store in
Baltimore has electrical outlets for
customers to charge their phones.
• Hointer is built entirely around
the selection and fit of blue jeans.
One model of each jean is shown
on the floor, with shoppers using
their phones to have a size sent to
the fitting room.
• A Neiman Marcus app allows
shoppers to request that items be
placed in a fitting room for them.
• FitPredictor is an app that tells the
shopper what size she should be
based on her past purchase history.
Sales associates could use it in-store
to expedite customer assistance.
Seating for a companion outside the room (such as this Ruscio Studio-designed Maska store in
Montreal) can boost sales from Millennials, who value the opinions of friends.