October 2023 NEWSLETTER
‘Are you alright in there?!’
If part of the reason we go shopping is to connect, the greatest connection in fashion retail is arguably made at the fitting room.
At School of Retail we’re obsessed with the magic that we sometimes find in these little spaces and we’re noticing some emerging trends taking customer experience to the next level.
Adjustable lighting
Stylerunner fitting rooms make trying on lycra fun. Yep, fun.
With adjustable lighting and spaces that you can join together to be with your friends, it makes you want to try until you buy.
Use of name
Lululemon make it really easy to connect with their guests at the fitting room by simply adding your name to the door.
It gives a feeling of belonging that is beyond simple to execute.
Worth remembering too that customers are 56% more likely to return if their name is used…
Hi-tech outfitting
Reformation take outfitting to SJP levels in their NYC store.
You ‘order’ items on the screen and they magically appear through the secret door of the wardrobe leaving you in trying-on heaven…
Given the length of time you may spend here, phone chargers are also supplied.
On the flipside, our 3 fitting room deal-breakers are
Dirty fitting rooms with leftover hangers. Wrong Town.
Team members who go on break while the customer is in the change room. True story.
Being yelled at through the door wondering ‘Is it me you’re looking for?’.
We’re reporting live from fitting rooms this month so follow us on the Gram to see what we discover.
If you’ve read this and think your team could do better check out our classes that might help them here.
THINGS WE LOVE IN RETAIL THIS MONTH
Green is the new black.
Maybe it’s age and stage, maybe it’s because there’s no Planet B but we’re loving the responsible retailers playing their part in reducing impact on climate change.
As we’ve come to expect, Apple are pioneering the way ahead with their carbon neutral plan by 2030.
Their stores are already there, it’s very inspiring.
We’re hoping to see Zara’s pre-owned initiative from the UK on Australian shores before long.
Driving the circular economy online and in 16 stores in the US, we’re getting great satisfaction in finding pre-loved designer treasures at The RealReal.
STUDENT OF THE MONTH
Kevin, Store Manager at Gazman for his consistent enthusiasm and openness throughout the leadership series.
An absolute joy to learn with.
RETAILER OF THE MONTH
We’re nominating Cotton On Kids this month for their clever family pyjamas display.
Showcasing adult sizes in the kids stores gets us excited about Christmas morning.
Still 73 sleeps to go but hey, who’s counting?
LOVE NOTE
See you in store soon
Love, Claire, Janelle and Aba