Smart brands are installing phygital fitting rooms featuring streamlining tech that diminishes the need to try on multiple sizes and styles: space- and body-sensing fit tech, augmented reality (AR) try-on and artificial intelligence (AI)-networked omnichannel fitting rooms, capable of connecting to consumer reservations. Similarly, in-room checkouts are cutting queuing time, reducing the chance of losing a conversion.

A clutch of youth-focused brands are creating fitting rooms that flex to consumers’ shopping missions (with friends or alone) and moods, with a particular focus on social-media-ready backdrops via adjustable audiovisuals, ‘fit check’ studios and screens with AR filters.

Sports and outdoor brands are supercharging trialling-based fitting spaces to showcase the prowess of technical products. This includes weather-emulating simulators for testing the mettle of both new and pre-owned items and areas in which to explore the fit and feel of wellbeing-centred apparel.

Forward-thinking brands are upping the ante on service-accompanied fitting rooms. Key concepts include changing rooms that act as a hub for local runners, in-fitting-room tailoring and old-school elevated service standards, such as bureaus for sending home clothing worn to the store when shoppers want to wear their new items immediately.