How can Aritzia create a more comfortable and enjoyable in-store experience for shoppers?
Research Conducted Qualitative methods including primary & secondary research, ethnographic observation, social listening, and analysis of customer feedback.
Challenge Shoppers feel uncomfortable due to the lack of mirrors in fitting rooms.
Insight Using shared mirrors makes consumers feel exposed, and staff presence creates pressure to purchase, making the try-on experience uncomfortable and rushed.
Recommendations
Add mirrors in all fitting rooms to enhance comfort, privacy, and convenience.
Implement staff training focused on empathy, approachability, and brand values to reduce pressure and improve customer interactions.
How Did We Get Here?
ARITZIA
ARITZIA
AN ETHNOGRAPHIC CASE STUDY
INTERVIEW QUOTES
INTERVIEW QUOTES
“Fitting rooms...I do not like the mirror style. I wish there was more privacy”
“Fitting rooms...I do not like the mirror style. I wish there was more privacy”
“Fitting rooms...I do not like the mirror style. I wish there was more privacy”
“I love Aritzia, and their clothes but the staff can be a bit rude and makes me not want to go in there anymore.”
“I love Aritzia, and their clothes but the staff can be a bit rude and makes me not want to go in there anymore.”
“I love Aritzia, and their clothes but the staff can be a bit rude and makes me not want to go in there anymore.”
Findings:
Shoppers reported feeling uncomfortable when trying on clothes, especially due to the lack of mirrors inside fitting rooms.
There’s a perceived pressure from staff to make a purchase after exiting the fitting room.
Many expressed insecurity when stepping out to view themselves or compare their outfits with others trying on similar items.
Findings:
Shoppers reported feeling uncomfortable when trying on clothes, especially due to the lack of mirrors inside fitting rooms.
There’s a perceived pressure from staff to make a purchase after exiting the fitting room.
Many expressed insecurity when stepping out to view themselves or compare their outfits with others trying on similar items.
Findings:
Shoppers reported feeling uncomfortable when trying on clothes, especially due to the lack of mirrors inside fitting rooms.
There’s a perceived pressure from staff to make a purchase after exiting the fitting room.
Many expressed insecurity when stepping out to view themselves or compare their outfits with others trying on similar items.
Findings:
Shoppers reported feeling uncomfortable when trying on clothes, especially due to the lack of mirrors inside fitting rooms.
There’s a perceived pressure from staff to make a purchase after exiting the fitting room.
Many expressed insecurity when stepping out to view themselves or compare their outfits with others trying on similar items.
Findings:
Shoppers reported feeling uncomfortable when trying on clothes, especially due to the lack of mirrors inside fitting rooms.
There’s a perceived pressure from staff to make a purchase after exiting the fitting room.
Many expressed insecurity when stepping out to view themselves or compare their outfits with others trying on similar items.
SOCIAL LISTENING
SOCIAL LISTENING
Social media is full of people complaining about having a “communal mirror” leads to avoiding trying on clothes which in turn reduces sales.
Social media is full of people complaining about having a “communal mirror” leads to avoiding trying on clothes which in turn reduces sales.
The Aritzia customer service is so well known that it autofills when you search it up
@jessweslie @elisabethfit @andreakyton
IN STORE IMMERSIVE SHOPPING EXPERIENCE (Competitors vs Aritzia)
IN STORE IMMERSIVE SHOPPING EXPERIENCE (Competitors vs Aritzia)
H&M
H&M feels bright and busy, clear pricing creates a sense of affordability, while the messy layout and diverse shoppers make it casual and accessible.
H&M feels bright and busy, clear pricing creates a sense of affordability, while the messy layout and diverse shoppers make it casual and accessible.
H&M feels bright and busy, clear pricing creates a sense of affordability, while the messy layout and diverse shoppers make it casual and accessible.
Zara’s bright, open space and upbeat music create a pleasant vibe, though the messy layout contrasts with its sleek image.
ZARA
VS
VS
ARITZIA
Aritzia feels upscale and welcoming friendly staff, warm lighting, and organized space create a boutique vibe, enhanced by the A-OK Café and “boyfriend couches.”
“Aritzia stands out with a meticulous focus on customer experience.” (Bloomberg, 2023)
“Aritzia stands out with a meticulous focus on customer experience.” (Bloomberg, 2023)
