Why haven't clothing retailers caught on to a very important aspect of
selling? Hey guys and gals, if your store is posh, your salespeople
excellent and your merchandise top notch, you still won't sell squat
if your dressing room mirrors are horrible.
Why spend a fortune on displaying clothes, lighting your store,
selecting music, training sales staff, creating a mood...only to
neglect the dressing room? How can we successfully evaluate your
threads in a 2x2 cubicle with fluorescent lighting that would make
even Cameron Diaz's thighs appear dimpled? Come on! I would expect
this out of discount stores, but nice ones? How can we feel good about
clothes when our skin looks sallow, our eyes baggy and our flaws are
all out there magnified to the tenth power?
Luckily, some mass retailers, where I do most of my shopping unless I
get a massive windfall (Ann Taylor, Ann Taylor Loft, Talbots,
Nordstrom) have great, soft lighting, large rooms, and body-friendly
mirrors. If a dress or pants are slimming and flattering, of course
we'll pay any amount to have them. Other stores should take a cue from
these guys. There's a reason they sell lots of clothes: They put
effort into the dressing room, where the final decisions are made. How
about it Gap? Filenes? Banana Republic? Save some real estate for the
fitting rooms.
As for the clothes I order online, I'm all set up at home: I turn down
the lights and prop my floor-length mirror steeply against my wall,
adding inches to my height and elongating my petite proportions to
fashion-model statuesque. And I never return online clothes!
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