Investigation.
This section showcases a personal research project related to fitting rooms in clothing stores and how a redesign and omnichannel approach in this area of stores could completely change the customer shopping experience and increase sales for brands.
1
Case
Fast fashion has changed the relationship between Mexican consumers and brands, especially Inditex, the industry leader. Its model, based on rapidly rotating collections, drives impulse purchases but also creates challenges for the in-store experience and staff operations. In this context, fitting rooms are a key factor in the purchasing decision, although their current use is not optimized to support the customer or improve internal management. Analyzing this phenomenon allows us to identify opportunities to improve the experience, reduce returns, and increase operational efficiency.
2
Goals
The overall objective of the project is to redefine the fitting room service in fast-fashion stores through omnichannel solutions that improve the user experience and, at the same time, increase the stores' economic performance. To achieve this, the aim is to enable customers to locate products and check their availability, reduce clutter and staff workload, expedite purchasing decisions, increase perceived security to decrease returns, and optimize the overall fitting room experience, benefiting both the customer and the garments.
3
Hypothesis
Lack of privacy, poor lighting, uncomfortable spaces, constant clutter, and the absence of a defined experience negatively impact purchase confidence, prolong decision-making, and reduce store profitability. At the same time, consumers seek validation, personalization, and sensory stimuli that reinforce their confidence when choosing a garment. Given that fitting rooms are a crucial moment in the customer journey, the project's hypothesis is that redefining this service through omnichannel strategies and user-centered design can improve the emotional and functional experience, accelerate purchasing decisions, reduce returns, optimize internal operations, and consequently, increase sales.
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