2jour-stylist.com had me walking around dozens of luxury boutiques. Apart from creating content for digital lookbooks, I also observed my client experience and the work of customer advisors to include relevant cases in my consulting work.
Fitting rooms are obviously an important part of the client experience. You know how it works – a client either tries to understand how an item works for them or takes a picture to ask for a close one’s opinion.
Apart from mirrors (which I don’t recommend placing at an angle to lengthen the silhouette, as it gives a distorted view and may cause returns), lighting is extremely important.
Fitting room lighting plays a crucial role in the retail experience, significantly impacting customer satisfaction and purchase decisions. Proper lighting enhances the visibility and appeal of clothing, allowing customers to see true colors, textures, and details. Well-designed lighting can flatter the customer's appearance, boosting confidence and increasing the likelihood of a sale.
Good lighting can also reduce returns and exchanges, as customers are more likely to be satisfied with their purchases when they have a clear and accurate view of how they look. In contrast, poor lighting can lead to frustration, misjudgment of clothing quality or fit, and ultimately, a negative shopping experience.
Retailers who invest in optimal fitting room lighting create a more inviting and enjoyable atmosphere, encouraging customers to spend more time in the store and fostering a positive brand image.
Here is my personal rate of top 3 best and worst lighting in fitting rooms in flagships - they usually utilise the same design. With rank I think of reality-picture quality of photos from fitting rooms, overall body image in the mirrors. The pictures you see were made around the same time period, so I am the same🙃.
Best:
• Celine (LVMH), Saint Laurent (Kering)
almost the same just like their websites, so they take one rank👀
• Hermès
I’ve never been in a flagship fitting room, but loved the one in brand’s corner in shopping center in London
• Fendi (LVMH)
I’ve been to a VIV fitting room a few times, so not sure about other fitting rooms
Worst:
• Miu Miu (Prada Group)
• Gucci (Kering)
• Versace (Capri Holdings Limited)
While with Miu Miu and Gucci, the lighting falls straight from above, highlighting what is not actually visible in normal daylight and distorting the color and fit of the clothing, the lighting at Versace is too warm and dark, further affected by the fitting room walls. This makes it slightly difficult to get an in-depth overall view of the outfit.