Changing Room Nightmares!
Top of the list of complaints are the cramped conditions and the poor lighting to be found in many high street stores.
New research suggests that the number of women returning to buy the same item of clothing in multiple sizes is increasing dramatically due to a dislike of changing rooms. Nearly two thirds (64%) of women would rather spend more money and 'buy before they try' by purchasing clothing in multiple sizes and returning at a later date, than set foot in high street changing rooms.
"changing rooms are more bother than they are worth for many women"The study carried out by fashion and lifestyle club StyleCard showed that many women find changing rooms a nightmare and say they make for an unpleasant shopping trip. 29% of women surveyed said they dislike the way they look in changing room mirrors and 39% found the changing rooms too hot for comfort. Another third dislike the ill fitting curtains, which leave them feeling exposed.
Other complaints included the routinely cramped conditions in the cubicles (42%), inadequate lighting (47%) plus the length of time spent queuing to try items on (40%). More than a third admitted to leaving garments in the middle of the shop after losing patience whilst waiting for a changing room to become free.
Once deemed a way to relax and wind down, shopping would now appear to sometimes do the opposite. When asked how they felt during their shopping trips more than half (52%) said they were left feeling frustrated whilst another 30% were disappointed.
It appears that age plays a significant role in how women perceive changing rooms. Women under 25 were the most likely to find the changing room experience pleasant, while women between 25 and 40 were most likely to find the ordeal stressful (69%). Location played a role with women in the south 25 percent more likely to buy before they try than their counterparts north of London.
Paraag Amin, founder and CEO of StyleCard comments:
"It really would seem that changing rooms are more bother than they are worth for many women. Most can relate to the feeling of frustration that can be found in some shops with large queues as well as limitations on the number of items that can be tried on."
"This overall dislike of changing rooms will lead to increased online purchasing and a greater reluctance to try new or different brands, thus once an individual knows their size at a particular brand, they are more likely continue to shop there."
Changing Room Nightmares!, 22nd February 2014, 17:32 PM