TODAY’S DRESSING ROOM REALITIES

The dressing room is a staple in the fashion retail experience, allowing shoppers to try on pieces for potential purchase. With many shoppers having a love-hate relationship with the space, it’s crucial for brands and retailers to enhance the connection between the shopper and the dressing room. As try-ons remain a crucial factor in driving purchases, there’s a growing demand for improved try-on experiences. 

ONLY 9% OF CONSUMERS SAY THEY’RE SATISFIED WITH THE IN-STORE SHOPPING EXPERIENCE 

58% VISIT STORES TO TRY-ON, YET 23% ARE FRUSTRATED WITH FITTING ROOMS AND 19% WITH UNFLATTERING MIRRORS

To address these challenges and meet the evolving expectations of shoppers, many brands are reimagining the dressing room experience.  

 

ENHANCED EXPERIENCES

ELEVATING PRODUCT ENGAGEMENT WITH AUGMENTED REALITY

Fusalp Flagship Smart Mirror

Winter clothing brand Fusalp ventured into the Augmented Reality space with its AR smart mirror experience. This technology allowed customers to see how the brand’s exclusive collection would look on them without the hassle of waiting in line or searching for the right sizes. Not only did this streamline the sometimes-taxing try-on process, but it also offered a fun and memorable experience by enabling customers to save and share their virtual try-on images on social media. 

 

BRIDGING BRAND EXPERIENCE AND PRODUCT INNOVATION

Bershka Digital Fitting Room

Bershka introduced its Digital Fitting Room, seamlessly integrating in-store shopping with its mobile app to offer a visually immersive brand experience. By scanning a QR code through the app, shoppers gained access to a range of digital looks that they could try on using their phones in the store’s dressing room mirror. This feature included both clothing items and distinctive branded visual elements, enhancing the brand identity and creating a more engaging experience for customers. 

 

BOOSTING FOOT TRAFFIC AND BRAND IMAGE THROUGH SOCIAL INTEGRATION

H&M Social Fitting Room

H&M’s Social Fitting Room at its Barcelona Flagship store revolutionized the dressing room by making it a social experience rather than an isolated one. Enclosed in 360° mirrors, shoppers used touch screen controls to adjust LED light colors and select music, creating a vibrant atmosphere while trying on clothes. By giving shoppers control over their experience, the dressing room became a space of personal empowerment and engagement. 

FINAL TAKEAWAY

The retail dressing room is evolving to meet consumers’ demand for more personalized shopping experiences. Through technologies like augmented reality, digital integration, and social media, retailers are enhancing product interaction and brand engagement. These innovations create immersive fitting rooms that drive traffic, boost customer satisfaction, and align with shoppers’ desires for convenience and personalization, helping retailers attract and retain customers in a competitive market. 

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