To build a successful retail clothing business, undoubtedly there are numerous aspects to consider——marketing and advertising are probably at the top of our list. Of course, you can spend all your effort and capital on those, but what if your customers cannot enjoy an anticipated try-on experience that’ll convince them to pull our their bank notes for the pieces?
Today, we, archiparti, are gonna look into this crucial, yet often neglected, area of a retail store — the fitting room.
Previous studies have shown 4 ways that a well-designed, strategically-planned dressing room can significantly influence customer’s decision-making and hence your business performance:
The fitting room is in fact regarded as the key ‘conversion area’, meaning very often a purchase decision happens there. It’s been revealed that, after trying pieces on, shoppers are 71% more likely to purchase the items compared to those who merely browsed in the store. When customers find your items attractive enough to direct them to the fitting room, this implies that they are actually giving thought to bring them home. Again, the decision’s only made when they know how the pieces look and feel on them.
In addition to raising the likeliness of making a deal, customers tend to buy more after they’ve tried on garments. London consultancy Envision Retail concludes in a study that retail purchaser who uses the changing room will check out about twice what the other browsing-buyer purchases. In particular, the research discloses that the size of purchase can go up by three times when customers are served while they’re in the changing room.
In terms of return after purchase, although retail store itself can help suppress the number by allowing buyers to see and touch the clothes before making a decision, deal from shop visitors is not a guaranteed one because it’s possible that there will be a return. On the other hand, fitting issues are less frequent and result in lower return rates when purchasers have tried the items in the store. In fact, fitting room is a substantial characteristic that makes conventional retailers with physical store able to maintain their advantage over online commerce.
We all had the experience of getting ‘different’ look in the same outfit under various conditions — lighting, mirror, etc. Several curious foreigners have conducted experiments on that by comparing how the look varies when an individual go into different dressing rooms by different retailers, wearing the same clothes. This has given us insight that retailers are indirectly persuading customers to bring the garments home by designing a fitting room that will give them the most flattering reflection.
With these 4 main points, fitting room is an important element to apparel business that is well worth our attention. It’s necessary for us to be alert for undesired fitting room features and meanwhile improve the conditions so to offer customers excellent, realistic fitting experience. But what can we do to improve the design of a fitting room? Stay tuned to archiparti for simple tips to upgrade your customers’ try-on experience! (Of course, you can also directly contact us and start your project right away if you already have ideas in mind!) Meanwhile, don’t forget to check out more tips to boost your retail store revenue from our previous blog ‘Boost your retail store revenue by only 2 tricks in design!
Yuki, archiparti blog contributor
http://theeverygirl.com/the-fitting-room-diaries http://mititiqueboutique.blogspot.hk/2012/05/fashion-boutique-interior-with-modern.html http://www.newzealanddesignblog.com/2014/01/happy-weekend-for-your-enjoyment-first.html http://helleflou.dk/work/ann-l-shop-interior/