Dressing rooms are HUGELY important - to women in particular. And, you're right, its one of the easiest ways to make a lasting impression on customers. I rate it as important as a clean bathroom! You don't want to be taking your clothes off, in a semi-public space, in a dark (or uber bright) environment, with salespeople swishing open the curtain just as you're tangled up in your clothes with your body and underwear on display!

Here are the pet peeves I hear constantly:

Curtains that somehow are too sparse - they don't meet or go from one side to the other of the changing room; [what's with this anyway? ]
Wooden slat doors that can be seen through where your feet and head protrude;
Mirrors that distort (always towards the fat end of the equation);
Too dark - can't see properly - forcing customers to come out into a public area to view themselves in another mirror;
Lighting that is too stark and shows every lump, bump, line and potential flaw;
Dressing rooms used as a storage area;
Not enough hooks for hangers;
Dirty floor and walls;
Just enough room to move around in if you're the size of a table leg otherwise its a bit squashy;

Smart retailers are understanding the importance of a 'safe, pristine, visually appealing space' where customers are willing to linger and try on outfit after outfit. Why? It generates sales and multiple sales at that!

I was in a dressing room recently and up above the mirror was a beautifully written sign "We think you look beautiful!" It brought a smile to my face and left a memorable immpression of the business.

Attention to detail and the visual appeal of dressing rooms can only be a good thing - for the customer and the business!

Jesse de Agustin

Methodology Advisor, Facial Coding, emonalytics, inc.

Posted on July 21, 2011

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Marge Laney

Good question. Wendy, I think your points are right on target. From a dude's dressing room perspective, I think a lot of the points on cleanliness still apply. For me, what is sometimes annoying is the propensity for many stores to not maintain their dressing rooms - they should have an attendant who cleans the room out by placing "go-backs" (things one does not want to buy) back on the folding table, to be placed on the floor.

The other extreme is dressing rooms with ultra-control. Abercrombie & Fitch pops in the mind. Often, customers have to "track down" an employee with "the key" to open a dressing room. On a busy weekend this can take a long time, and can cause people to leave.

Also, customer service should continue. American Eagle Outfitters has a button in their dressing rooms that call a staff member - for instance, if you need another size to try, this person could help you without leaving and coming back.

Great question!

Jesse

http://www.twitter.com/jdeagustin