economy
'How am I supposed to know if it's cute on me?' The strange death of the changing room
As some shops toy with the idea of removing changing rooms, what does it mean for the future of the high street?
TL;DR
- Brandy Melville has closed all fitting rooms in its UK, US, and Canada stores.
- Retailers like Sainsbury's and Goodwill have also removed changing rooms in recent years.
- Reasons cited include simplifying store tasks, managing staffing expenses, and combating shoplifting or specific trends like the 'gum issue'.
- The decline of changing rooms occurs as the British high street faces a crisis due to inflation, online shopping, and a sharp decline in sales.
- The rise of online shopping, secondhand platforms, and in-store technology like virtual try-ons contribute to the shift away from traditional fitting rooms.
- Consumer behavior has changed, with shoppers sometimes using changing rooms to try items before buying them online later.
- Poorly maintained or uncomfortable changing rooms can deter customers.
- Some brands are enhancing the changing room experience to be more luxurious or experiential.
- Changing rooms are seen as spaces for style experimentation, trying on unaffordable items, and social interaction, especially for teenagers.