Why Do Fitting Room Lights Seem Terribly Flawed in Clothing Stores?

Fitting rooms in clothing stores often have subpar lighting due to a variety of reasons, ranging from cost efficiency to the need to focus more on the merchandise. Understanding these factors can provide insights into why some fitting rooms seem poorly lit and how lighting can significantly impact customer satisfaction and purchasing decisions.

Cost Efficiency

Many retail stores aim to reduce energy costs by opting for lower-quality lighting that is cheaper to install and maintain. This can result in less-than-ideal lighting conditions in fitting rooms, which may not provide the best conditions for customers to view and try on clothes.

Atmosphere and Comfort

Some retailers use softer, dimmer lighting to create a more relaxed and pleasant shopping environment. This lighting is often aimed at encouraging customers to browse longer and feel more comfortable. Dim and warm lighting can also appear more flattering, making clothes look better and shoppers feel more positive about their choices.

Design Choices and Flattering Effects

The overall aesthetic and design of the store may prioritize certain lighting styles that don’t translate well to fitting rooms. Certain lighting can be designed to be less harsh, which helps create a more flattering appearance for clothes and makes shoppers feel better about their choices. Poor lighting can sometimes draw attention away from the shopper and more towards the clothing itself, allowing the garments to stand out.

Focus on the Merchandise

Another reason why fitting rooms may have inadequate lighting is to focus more on the merchandise. Brighter lighting can sometimes draw attention away from the shoppers and more towards the clothes, allowing the garments to stand out and potentially enhance the overall shopping experience.

The Role of Lighting in Customer Satisfaction and Purchasing Decisions

However, many retailers are starting to recognize the importance of good lighting in fitting rooms as it can significantly impact customer satisfaction and purchasing decisions. A well-lit fitting room with bright, even lighting that mimics natural light is generally considered the most effective for helping customers make informed choices.

Interestingly, low lighting in fitting rooms used to be intentional. In the past, strong overhead fluorescent tubes were used in big department stores, which made everything look awful on customers. This included not only the clothes but also the customers' bodies. Pale, less tan, and older-looking individuals all showed their true appearance in that light.

The Lightbulb Moment

One department manager in a big store had a lightbulb moment one day. Sales were unexpectedly high, and when asked by the sales staff, she realized that two fluorescent tubes were out, leaving only one lit. She noticed that she looked more attractive in the now dimmed light. This realization led to a new rule in many stores to dim the lights in fitting rooms to make everyone look better. Consequently, sales improved as customers were more inclined to buy the clothes they tried on.

Conclusion

Low lighting in fitting rooms can indeed negatively impact customer satisfaction and purchasing decisions. Understanding the reasons behind this phenomenon can help retailers and customers alike appreciate the importance of good lighting in fitting rooms. If you find yourself in a poorly lit fitting room, remember that you might look better than you thought in the dimmer light. Congratulations, you now know why the fitting room lights are terrible and why you might just buy that dress you came in to try on!

Image courtesy of Google Images.

Footnote: There were multiple store managers who came to this realization, but the complete true story is too long for this space.

Edit Update

If by 'terrible lighting' in the question is meant the very strong, unflattering light, it could be because some department managers never heard this story. By letting them know about it, you would be doing them a favor and potentially improving their sales results.