Retailers are facing a dilemma as they prepare to reopen their stores after the easing of lockdown restrictions. One particular area of contention is whether or not to open fitting rooms. While some retailers like John Lewis, H&M, and River Island have announced plans to reopen their fitting rooms, others like Next, Primark, and M&S have chosen a different approach.
Last year, government guidelines were put into place that required retailers to either keep fitting rooms closed or implement strict safety measures to minimize the risk of COVID-19 transmission. These measures included regular cleaning, keeping doors and curtains open when fitting rooms were not in use, and either steaming or quarantining clothes that had been tried on. However, these protocols added extra costs and work for retailers, leading many to opt out of offering try-on options altogether.
As restrictions begin to relax, the updated guidance still highlights the importance of regular cleaning and the provision of hand sanitizers, but it is not as strict when it comes to the steps shops have to take around fitting rooms. Instead of longer periods between customers, the new guidance suggests that a few minutes gap between each usage should suffice.
John Lewis, which is set to reopen its stores next week, plans to open most of its fitting rooms. This aligns with the retailer’s focus on enhancing the in-store experience and maintaining its reputation for excellent customer service. H&M and River Island have also made the decision to reopen their fitting rooms, recognizing the value of try-on options in promoting their products.
On the other hand, Next, Primark, and M&S have chosen not to open fitting rooms initially. Next has not made a final decision yet, while Primark and M&S have stated that customers will not be able to try on items during the initial reopening stage. However, M&S has recently announced that it will offer no-contact bra fitting appointments in its stores. This service will involve a staff member guiding customers through the self-measurement process, as bra fitting has always been a key selling point for the retailer.
The different approaches taken by retailers reflect the challenges they face in balancing customer satisfaction with the safety protocols required during the ongoing pandemic. While some prioritize a full in-store experience with the option to try on clothes, others may be more cautious and mindful of the potential risks involved.
It remains to be seen how customer preferences will shape the future of fitting rooms in the retail industry. As the world gradually recovers from the pandemic, retailers will continue to adapt their strategies to meet the evolving needs and expectations of consumers. Whether fitting rooms make a complete comeback or undergo further transformations, it is clear that they remain an integral part of the shopping experience for many customers.
Useful links:
– Government guidelines for shops and branches during COVID-19
– The fitting room debate in the retail industry
