Cruel Irony: Fashion And Self-Esteem

A study by researchers at University of British Columbia and the University of Alberta called Social Information in the Retail environment: The Importance of Consumption Alignment, Referent Identity and Self-Esteem can offer tips to retailers seeking to redesign their fitting rooms, according to an article in the Calgary Herald.

The study found that customers with low body esteem who tried on an item and then saw a 'person of above average attractiveness' try on the same or similar item reacted negatively to that item. In other words, good-looking customers can ruin shopping trips -- and sales. Oddly enough, attractive sales staff had no effect, as they were perceived to be different than customers, and photos of models wearing the same clothes also had no effect on sales.

Conclusion: put mirrors in dressing room stalls so customers have options other than parading around in front of the rest of the clientele. Fewer comparisons apparently equal better sales.