Consumer experiences in fitting rooms in SPA stores

Abstract

This study explores fashion consumers' experiences and behaviors in the fitting room, and tries to understand what their behavior means. The research design is based on the grounded theory and the research question is "What do fashion consumers experience in fitting rooms in SPA stores?" Customers carry out four major actions when using fitting rooms in SPA stores. Firstly, they inspect the physical and aesthetic aspects of the clothing items. Secondly, purchase decision of an item in consideration of its function and price, and the advice of the people who accompany them or friends via social networking sites are processed. Thirdly, consumers are simply enjoying trying them on as a form of entertainment. Fourthly, consumers explore other shopper' choices when they are waiting in long line to use the fitting room. Then, "enjoying trying on clothes" and the conditions affect it were identified. The pleasure of trying on clothes can be experienced more readily when the reason for shopping is simply leisure, or when the spacious store, wide variety of products, the liberal and independent atmosphere in the fitting room are provided. In this context, participants regarded advice from sales assistants as rather burdensome.