The fitting room has a reputation of being a little sterile at best — and completely unbearable at worst.

While few have prioritized the fitting room experience, Good American, River Island and Victoria’s Secret are among a growing list of retailers turning it into a point of differentiation by leveraging immersive visual storytelling and intentional tech integration.

“Sensorial elements set the tone and the mood from an environmental design standpoint…and then the technology facilitates the efficiency for the customer, and the learnings and data for the brand. Anything you can do to minimize the amount of time it takes for a customer to get an answer while they’re interested in a product increases the chances of a good experience.”

Melissa Gonzalez, Principal, MG2

This Special Report features insights from industry analysts, design experts and tech executives who have witnessed the evolution of the fitting room, and who are now offering actionable tips and best practices to help retailers:

• Elevate fitting room design and aesthetics to create a warm and enjoyable experience for consumers;
• Adopt high-impact technology such as RFID and touchscreens, which put the fitting room at the center of the unified commerce experience;
• Empower store associates to create seamless yet high-value service at a critical point of intention; and
• Leverage fitting room data to improve decision-making across the organization, including inventory management, visual merchandising, store layout, marketing and more.