A number of Hammerson-owned shopping centres, including Birmingham’s Bullring, have started covering changing room mirrors in their stores in a trial aiming to increase customer’s self-confidence when shopping.
Around a third of fashion retailers in each centre are taking part in the trial, which started today (June 28). The initiative will continue for the next week and is also running in Bristol Cabot Circus and Croydon Centrale.
The project aims to make visitors less self-conscious when they are shopping, by covering changing room mirrors with black paper. The trial was launched following a survey of 1,000 women by research company Mortar, which found that 71% of British women do not feel confident buying a new outfit, after they had tried it on and looked in the changing room mirrors. The survey also found that 52% of those surveyed didn’t feel good about themselves when trying on clothes and looking in the mirror.
Alex Thomas, regional marketing manager for Hammerson, said: “We want to ensure that everyone feels comfortable and confident when trying on clothes. Hopefully this will be a success and we can roll it out across our shopping centres for the summer.”
Hammerson owns, or partly owns, 58 shopping centres and retail parks in the UK and in France, including London Brent Cross, Southampton West Quay and Leicester High Cross.