Fitting Rooms: The Enemy of Apparel Retailers

It’s the part of the clothes-shopping trip that most consumers like least: heading to the fitting room to try things on. And retailers have made little progress in improving that experience, even though a little effort could help them reap financial rewards, according to experts. “If you have a well-run fitting room, it drives an increasing conversion rate and increasing basket size,” said Al Sambar, managing partner and retail strategist at Kurt Salmon, a management consulting firm.