Eight Brand Fitting Room Experience: ZARA Pile Sundries Uniqlo Like Sweat Room

　　 ZARA There is a long line for fitting, but the fitting room is closed to sundries.

ZARA needs to install inspection bags when entering the fitting room.

Jiuguang RU fitting room provides lipstick mask

As we are about to bid farewell to the summer, the last wave of promotion upsurge has been set off in major shopping malls, and customers who take this opportunity to purchase can be seen everywhere. While sales promotion and goods sweeping are going on, can the fitting rooms of these big stores and brands provide a satisfactory fitting space for consumers? Taking Nanjing West Road Business District as a sample, the reporter experienced the fitting rooms of Uniqlo, GAP, H&M, ZARA, M&S, Jiuguang RU, Vero Moda at 818 Square, Isetan I. T, 8 popular malls and exclusive stores, but the experience results were unsatisfactory. No matter the convenience Fitting Room Temperature or security and privacy protection, there are many shortcomings.

Few rooms

Martha has to arrange for 12 minutes to stack sundries in the ZARA fitting room

　　 clothes Hook, seat, inside and outside fitting mirror shoes In general, this is the "standard configuration" of ordinary fitting rooms. However, the reporter experienced the fitting rooms of eight stores, none of which fully met the "standard configuration".

Uniqlo should be fully equipped among the eight stores. Except for the lack of external mirrors, the rest are complete. The RU counter of Jiuguang Department Store and the Vero Moda counter of 818 Plaza lack full body mirrors in the fitting room. Although the remaining five companies have enough hooks and seats, they do not have shoes, either the inside mirror or the outside fitting mirror.

In terms of the number of fitting, four stores have a number limit. Uniqlo can only test 5 pieces at a time, Martha can only test 6 pieces, H&M can only test 7 pieces, ZARA can only test 10 pieces, and other stores have no restrictions.

During the reporter's experience, there are five companies that need to queue up to try on. Usually, the first floor has the most customers to try on clothes. In Uniqlo, ZARA and H&M, the number of people on the first floor is about 5, and they usually wait for 5 minutes. But on Martha's first floor, the reporter waited for 12 minutes before finally getting the chance to try on clothes. In the process of queuing, many customers are complaining, but the staff are already busy and have no psychological meeting.

The reason is that there are too few fitting rooms. On the almost large floor, Uniqlo has 12 fitting rooms, H&M has 13 fitting rooms, GAP has 8 rooms, and M&S has only 4 rooms with the longest queue time.

On the first floor of ZARA, on one side was a crowd of people queuing for fitting, on the other side was a fitting room that was announced to be closed. When the reporter opened the curtain, he saw that it was filled with boxes, which seemed to be a sundry room.

　 Few people

　　 H&M No staff on the third floor wanted to change the size, but nobody paid attention

At the entrance of the fitting room, there is usually a service desk. However, the reporter found that no matter how long the queue is, the staffing is basically about two people, and rarely increases or decreases according to the on-site situation.

On the second floor of Martha, two staff members are responsible for fitting in four fitting rooms, while on the second floor of Uniqlo, two staff members are also required to look after 12 fitting rooms. On the first floor of H&M, one person is responsible for 13 rooms alone. H&M has 11 fitting rooms on the second floor, but only one staff member. There is no one on the third floor.

The staff is less, and the customer's needs in the fitting room cannot be met. The most basic demand is that clothes are too big and too small. The reporter asked the staff to change the size of the clothes to a larger size because the clothes were too small, but four of the eight refused to help.

"You see, there are so many people waiting outside to try on clothes that they are not allowed to change." Martha's staff asked the reporter to change it himself, saying it was an exception. At Uniqlo, Isetan I. T and H&M, the reporter's request was also rejected, and finally he had to find the clothes of a larger size himself.

However, in ZARA and GAP, the reporter's request was quickly responded. When the staff learned about the clothes they wanted to change, they immediately asked the staff outside the fitting room where the clothes were located, and soon brought a new size. The reporter looked at the time, and both stores brought new clothes within two minutes.

The reason is the staffing problem. There are 13 fitting rooms on the first floor of ZARA, and 6 staff members serve at the same time during peak hours. There are 3 staff members in 8 fitting rooms of GAP.

　 [Intimate service]

The lipstick mask was in the RU counter of Jiuguang Department Store. The reporter asked the staff whether there was any way to prevent lipstick from rubbing when they tried on clothes. The staff immediately took out a translucent white mask from a small paper bag in the fitting room. The reporter saw that the mask was like an unsealed envelope, which was put on the head to cover the face. Because it is translucent, it will not affect vision.

The reporter found that each fitting room of Uniqlo is equipped with a long handle shoehorn to help customers try on shoes more conveniently.

Deodorant beads Lavender deodorant beads are placed in the corner of each fitting room of Uniqlo, while in the fitting public area of M&S, there are also air purifiers in the fresh air.

The reporter found the tape measure at the service counter of the fitting room in Martha's and GAP stores to help measure. Many customers who are uncertain about the size of clothes can ask the staff for help. The staff will help measure the chest circumference, waist circumference and other dimensions, and provide constructive suggestions for customers to choose the size.

At the Vero Moda counter in 818 Square, the staff played the role of private shopping guide. The reporter chose a pair of pants to try on. In order to improve the effect of trying on, the staff specially selected several tops for the reporter to refer to.

Most of the fitting rooms are equipped with only one plane mirror, which is more intimate with M&S. In the small fitting room, there are plane mirrors in front of and behind the front. In addition, there is a 45 degree small oblique mirror behind the back. When you try clothes, you can clearly see the back of the clothes without turning around to change the angle, which is really very convenient. In ZARA and H&M, the reporter experienced two right angle mirrors, and also felt the convenience when trying on clothes.

Low privacy index

Half of the fitting rooms do not have a bolt door. Mixed use of men and women is embarrassing

There are three kinds of "doors" in the fitting room: flannelette curtains, doors without bolts, and doors with bolts. From the perspective of privacy, it is undoubtedly the most reassuring that there are doors and latches. However, in the reporter's experience, only four fitting rooms of M&S, Jiuguang Department Store RU counter, GAP and Isetan I. T counter have latches, accounting for only half of the number of experiences. Although H&M has a door, it does not have a bolt, and it is easy to push the wrong door without paying attention. However, the Vero Moda counters in Uniqlo, ZARA and 818 Square all use door curtains. There are always large or small gaps, and the privacy index is very low.

In terms of security, the reporter found that ZARA has a security device at the entrance of the fitting room. When the staff confirmed the number of clothes to be tested, they actively asked the reporter to put his backpack in front of the security device for a photo, and then entered after confirmation.

In addition, there was no prompt such as "Please take care of your belongings" in each fitting room of the 8 stores tested by the reporter.

According to the reporter's experience, most stores sell men's and women's clothes on different floors. Some stores set up men's fitting rooms and women's fitting rooms for convenience and privacy. For example, in M&S, the first and second floors are women's fitting areas, and the third floor is men's fitting areas. When the reporter thought of fitting on the third floor because of the long queue in the downstairs fitting room, the staff did not accommodate. ZARA also divides men's and women's fitting rooms.

However, in the eight fitting rooms experienced by the reporter, except Martha and ZARA, the rest are mixed. In Uniqlo, the reporter met two men standing outside the curtain with their girlfriends to try on clothes, helping to change the size or chatting with them. At H&M, when the reporter walked to the fitting room, he saw a male customer with the door open, holding the clothes sent in by his friend, and trying them on directly in front of the outside mirror. The female customer who came in for fitting could not help but feel embarrassed.

In addition, poor sound insulation is also one of the reasons for score reduction. At the peak time of fitting on the weekend afternoon, the noise was particularly obvious. All kinds of men and women spoke in low, medium and high tones, but the staff did not persuade them in time, which actually had a certain impact on other customers who tried on clothes. {page_break}

　 [Intimate service]

The special room for the disabled is in the fitting room on the second floor of M&S, and the reporter saw the special fitting room for the disabled. In order to facilitate the entry and exit of the disabled, the store owner replaced the bolt door of the ordinary fitting room with a red flannelette curtain. When you enter the fitting room, you will first feel spacious and comfortable. The fitting room for the disabled is more than twice the size of Martha's ordinary fitting room, with an area of nearly 2 square meters. The reporter found that, unlike the stuffy temperature of other ordinary fitting rooms in M&S, a desktop air conditioner was specially installed in the upper right corner of the special room for the disabled, with a suitable temperature of cold and hot.

In the fitting room for the disabled, in addition to the "standard configuration" of the fitting room, stainless steel armrests are additionally installed on both sides of the seat, and there are also armrests beside the fitting mirror. The reporter found that an emergency bell was installed beside the seat to call the staff in case of emergency. The reporter learned that there is one such special room for the disabled on the second floor and one on the third floor. When there are no disabled customers, ordinary consumers can also use it.

The mother and baby fitting room is on the third floor of H&M, and the reporter also found a mother and baby fitting room. The mother and baby fitting room is located at the innermost part of the fitting area on the third floor. The space is very spacious, which is equivalent to two ordinary fitting room areas. There are cartoons full of childlike charm on the wall. Next to the seat in the fitting room, there is a baby bed board, on which the mother with baby will place the child, so that she can feel relieved to try on clothes.

　 Huge temperature difference

Uniqlo 34 ℃ is comparable to "sweat room"

The reporter walked into the fitting rooms of Uniqlo, ZARA, Martha and other stores and stayed there for less than half a minute. His first feeling was that he was sweating. ZARA fitting room 29 ℃, Jiuguang department store RU counter 32 ℃, 818 square Vero Moda 27 ℃... The reporter measured the temperature of all the fitting rooms he went to experience and found that when the temperature of the fitting room exceeded 27 ℃, he would unconsciously sweat, while six of the eight fitting rooms experienced by the reporter exceeded 27 ℃.

The reporter observed that the reason why fitting rooms are easy to sweat is that a dozen fitting rooms on the first floor share the central air conditioner on the ceiling of the service desk in the fitting room, and there is no other cooling source. Some central air conditioners are ineffective, and the store can only move out the cold fan as a lifesaver, but it is usually a drop in the bucket. Some fitting rooms are "slight sweating" and some are "medium sweating", while this fitting room of Uniqlo can be called a "big sweating" fitting room.

At Uniqlo Nanjing West Road Store, the reporter felt a heat wave when he entered the fitting room, which was obviously different from the cool temperature of the shopping area. The reporter found that the overhead ceiling lamp was emitting heat, and he kept sweating without trying on clothes, which was even more painful when trying on clothes. Taking out the thermometer, the temperature has soared from 28 ℃ in the shopping area to 34 ℃. In M&S, it is also too hot. The fitting room feels completely stuffy and hot. The reporter checked the thermometer and it has risen to 31 ℃.

　　 GAP, H&M fall into the "freezer" only below 24 ℃

In sharp contrast, there are other two fitting rooms that make people feel as if they are from "sweat room" to "freezer room". "How cold it is!" The reporter just walked into the service desk of the fitting room on the first floor of H&M Nanjing West Road Store, and heard the customers who had finished trying clothes come out with clothes and sighed about the low temperature. Is the fitting room really so cold? As soon as the reporter entered a fitting room, he felt a cold wind blowing. Looking up, he found that the cold wind was from the central air conditioner overhead.

The reporter walked around and found that the top of each fitting room in H&M was equipped with central air conditioners, constantly blowing cold air. The air conditioning wind was really strong. Although the reporter kept trying on clothes, he began to feel a little cold in less than 5 minutes. The reporter looked at the thermometer and found that the temperature in the fitting room had dropped to 24 ℃, 10 ℃ lower than the highest temperature of 34 ℃ in Uniqlo. The GAP store near H&M also has a fitting room with only 24-25 ℃. Although it finally gets rid of the nightmare of sweating in the fitting room, it still feels too cold after a long stay.

The reporter found that there was a certain correlation between the temperature of the fitting room and the size of the fitting room. Among the eight experienced stores, GAP and H&M with the largest fitting room area had the lowest temperature, and Jiuguang RU counter and Uniqlo with the smallest area had the highest temperature. Especially the RU counter is only one arm wide, and the fitting room is also paved with carpets, which aggravates the feeling of heat.

　 》Experience summary

Don't let the fitting room become

The shortest board

The fitting room is an indispensable hardware facility in both shopping malls and franchised stores Clothes & Accessories The role of sales is self-evident. More and more clothing brands enter the shopping selection, and fitting rooms also present different styles according to brand positioning or business needs. However, while the goods and interior decoration are becoming more and more perfect, the matching fitting room service is more and more eye-catching like a stain on white paper.

The shopping mall is so large, but the space left for the fitting area always makes customers feel inadequate. Simple fitting rooms are "standard", but no store can be fully equipped. It feels like a war to try on clothes. It is necessary to fight against the crowd queuing to try on clothes, face the fitting room that will hit the wall if the movement range is slightly larger, resist the high temperature that is directly lit by the ceiling lamp and without ventilation, and endure the surrounding men and women's low pitch voice and the fitting curtain that always leaks. If you want the staff to help you change clothes, it is simply extravagant. If the clothes don't fit, it's really a waste of effort.

There is a well-known barrel principle in management. The greatest competitiveness of a brand depends not only on its superiority and prominence, but also on how weak its weak links are. Maybe these big brands have become more and more perfect in many aspects, but if you ignore this "weakness" in the fitting room, you can't get full marks. Don't let the fitting room become the shortest piece of wood. There are too many small details that need to be improved, whether it is the hardware configuration or staff service in the fitting room. These changes will bring immediate results.

　 》Netizen voice

@Cats around the heater: Last weekend, I went to the flagship store of Banny Road on Nanjing Road to try on clothes. Their fitting room was curtain up, and anyone outside could pull it. I was just about to change my clothes when suddenly the curtain was pulled open. An uncle stood outside and said sorry. He thought there was no one inside. I almost cried. Fortunately, my clothes are still well worn

@Joy in yoyo: The ancient and modern service on Huaihai Road is too friendly. I was trying on underwear, and two salesmen came in to help you wear it. I can't stand it.

　　@Sunny_ Xingqing Xinqing: I remember that many fitting rooms are very small and hot. In summer, when I try on clothes, I sweat. Then I always feel that I have dirtied people's clothes. I'm sorry for the merchants.

@Viilon nee: for me, the fitting room is too small!

@Curry Denmark: I have met the most amazing fitting room, where the shoes are slippers and high-heeled shoes. Although it's a try on, at least let my feet be the same length to try out the effect of clothes! The fitting rooms of some good brands are really elegant. Everything is complete, but they are also very neat and delicate. The details can also reflect the professionalism of the brand.

@Elingzheng: The general feeling of the fitting room is that the privacy is poor. Sometimes people outside knock on the door and say "hurry up" before the clothes are ready, and the door is not very good.

@Baby: Most fitting rooms are very small and stuffy. For example, ZARA and GAP are relatively good. Some have multiple mirrors that can see themselves from different angles, which is a good design. I think the fitting room can learn from the bathroom of Jiuguang Department Store, and I feel better every time I go in.

@Xiaoxianxian: I met a fitting room that was difficult to pull the door, so I had to ask the staff to help push it outside and finally closed it. Next, I tried on the clothes. The door was arranged and Lao Dali couldn't open it. Alas, I finally broke the skin of my hand. At that time, the mood of buying clothes had already been destroyed.