The Redesigned Store Fitting Room

Recently, I read an article on store fitting rooms in the Wall Street Journal, "Why are Fitting Rooms So Awful?" Why are fitting rooms so awful? To agree with the article, the doors don't shut or lock, the lightening is poor and mirrors don't help either. However, "customers who try on clothes in fitting rooms have a conversion rate - meaning they ultimately buy something they tried on - of 67%" compared to "customers who don't use the fitting rooms have only a 10% conversion rate." Stores can't afford not to pay attention to the fitting or dressing room area. They are transforming it into a warm and friendly environment much like your own bedroom. They are giving it extra space for others to join too. "Inside the fitting rooms, wallpaper and back-lit mirrors aim to flatter, not frighten." And, they are designing great seating areas for both women and men to wait outside, with nice furniture and televisions. In addition, I recently watched a YouTube video from Metro Group on the Smart Dressing Room where the room could have interactive units that scan your image and show you what you look like with the outfit. I especially like the make-up unit where you can see what lipstick or eye shadow would look best on you without having to walk out of the store with lipstick stains on your hand. What is the result of this redesigned fitting room? Increased sales! "Because fitting rooms are highly trafficked areas, stores must make the design durable as well as aesthetically pleasing." At Ann Taylor, wallpaper is designed to "hide scuffs" and leather benches were chosen with durable materials to "resist stains and tears." What is the future of the store fitting room? Vital to the selling process and F.C. Dadson is a key part by creating, constructing, fulfilling and installing brand environments, including innovative and durable fitting room areas.