Although e-commerce is currently leading the retail world, in-store shopping is ready for its comeback due to easing pandemic restrictions. Today, we wanted to look into the future of how stores are adapting their fitting rooms to suit their customer’s needs, as well as how they are adapting to the pandemic.

INSPIRED BY | Reformation Melrose, US

First up we have the US-based designer, Reformation. Reformation is doing it different to its competitors. In their Melrose Los Angeles store, the fitting rooms are a whole other world. Unlike traditional fitting rooms where we pick a bunch of clothes and haul them over to try on, Reformation takes an effortless approach to the whole process. Using interactive screens, customers can select clothes to add to their “virtual basket” and later try on. Customers are then assigned a fitting room with a “magic wardrobe”, where the selected clothes miraculously appear for you to try on. Not only this, but the fitting rooms also have customisable lighting and an individual sound system for customers to play their favourite tunes. This reimagination of fitting rooms through customisation allows for a tailored and private experience for customers. 

Although these fitting rooms were established by Reformation pre-Covid, it has opened the idea of this private and technological experience being the new norm. By minimising interactions with staff members, It could be a safer way to shop while maintaining the ability to physically try on clothes.

BUILT BY UNITA | Dissh Sunshine Plaza, QLD

A local hero that has undergone a revamp of their fitting rooms is the fashion powerhouse, Dissh. Over the past year, Dissh has been transforming their stores to align with the labels stylish new direction. Dissh opted for a new fit-out of their Sunshine Plaza store, which was built by Unita and designed by interior design firm, Collectivus. Taking a more upscale approach, Dissh’s refit features arched fitting rooms and a French wash finish. The brand identified that their customers were seeking a luxurious experience and they have truly accomplished this with their store refresh. 

INSPIRED BY | Glossier Melrose, US

Although cosmetic stores aren’t usually associated with fitting rooms, a notable mention should be awarded to Glossier. Despite COVID-19 causing the shutdown of Glossier’s brick and mortar stores, their Melrose store featured a space that made customers feel special and also made for great marketing. We’re talking about the “insta-famous” canyon room. Not only did this room generate social media buzz, but it made Glossier known for its stores’ design, despite the brand making a majority of its sales online. With towering mirrors and an eyecatching fit-out, who wouldn’t want to share it to the feed?

As fitting rooms are a space that can make or break a potential purchase, retail stores need to prioritise this space in their design. The fit-out of fitting rooms should align with a brand’s persona to create a seamless experience. Incorporating elements like customisable lighting or varying material choices can improve a customers experience. Even more, making the space “gram-worthy” worthy can provide social media buzz. We can’t wait to see how stores will innovate and elevate their fitting rooms for future pandemic considerations and customer needs.