The fitting room of the future: how technology and design are transforming the space where shopping decisions are made

The fitting room. For years it was treated as a purely functional, often cramped and forgotten space in the store. Today, its role is changing. It’s here – at the most intimate point of contact with a product – that the final purchase decision is made. The modern fitting room is no longer an afterthought but a powerful tool for shaping customer experience and driving sales.

Research by Alert Technology clearly shows that the fitting room plays a key role in the sales process. Customers who try on clothes are seven times more likely to make a purchase than those who only browse items on the racks. This difference is explained by the ability to personally experience the product—testing how it feels and whether it meets expectations.

Technology in the service of personalization

Cutting-edge technological solutions are revolutionizing the way customers experience trying on clothes. Global brands are leading the way, setting the tone for the entire industry.

• Smart mirrors. Imagine standing in front of a mirror that not only reflects your image but also suggests outfits tailored to your preferences. This is made possible by RFID technology, which identifies the items you’ve brought into the fitting room. One of the brands using such a solution is Zara, which introduced this technology in selected fitting rooms back in 2017. Burberry, meanwhile, has implemented advanced AR mirrors that allow customers to see themselves in different outfits without physically changing. This system lets shoppers visualize various colors and patterns of the same item, significantly speeding up decision-making and boosting satisfaction.
• Lighting on demand. Lighting is a critical factor in how clothes are perceived. How many times has a dress that looked perfect in the store lost its appeal in daylight? Modern fitting rooms address this issue. Some brands now offer panels that let customers adjust the color temperature and intensity of light.

A pioneer of this approach in the Polish market is Top Secret. In selected stores—such as at the Posnania shopping center—customers can use a special control panel to choose between three lighting modes: daylight, home light, and evening light.

• Mobile app integration. Nike’s flagship “House of Innovation” stores showcase a model blend of mobile and in-store experiences. Shoppers can scan a product code in the mobile app and request it be delivered directly to the fitting room—eliminating the frustration of searching for help or carrying items around the store themselves.

Nike “House of Innovation”

Design that strengthens the brand experience

For technology to work, it must go hand in hand with thoughtful design. Increasingly, retailers are creating spaces that feel like functional walk-in wardrobes rather than cramped cubicles.

Spacious layouts, comfortable ottomans or chairs for companions, high-quality materials, soft rugs, and excellent ventilation are becoming standard. The goal is to create an atmosphere of relaxation and intimacy, where the customer feels cared for and valued. In such surroundings, shoppers try on more clothes, spend more time in-store, and ultimately spend more money.

A prime example is Massimo Dutti. Part of the Spanish Inditex Group, the brand positions itself in the premium segment, which is reflected throughout the shopping experience – including its fitting rooms. In its new or remodeled stores, fitting rooms are spacious, with elegant seating areas. Floors are often carpeted or laid with refined rugs. Large mirrors allow customers to see themselves from every angle.

At Ergo Store, we combine over 15 years of experience in retail furniture production with a deep understanding of the latest trends. We create fitting rooms that are not only aesthetically pleasing and durable but also designed to actively support sales and build brand loyalty.

Learn more about us.

Photo: Vitaly Gariev / unsplash.com,  Bohlemedia / pexels, nike.com