Reflection is a retail experience proposal for Selfridges that aims to create a sociable and enjoyable fitting room experience for women 

aged 45 and above.

 

The retail industry in the UK is currently facing a downturn in a weakened economy; it therefore seeks to offer compelling shopping experiences to attract customers back to shops. In particular, women aged 45 and above – already a significant group of spenders in UK department store retail – will become even more important as a target market in the long-term. 

 

Fitting rooms play a crucial role in the retail journey but their importance is often overlooked. This project begins by asking how fitting rooms can better integrate strong retail and brand experiences and how they can be used to help this key group of women feel more confident.

 

The project invites participants and their friends to book the fitting room online by choosing secret outfits for each other. It encourages them to shop together and to boost each other’s confidence by appreciating each other’s beauty.

 

This proposal will potentially be prototyped at Selfridges. Within a wider context, it reinforces the social aspect of shopping and highlights the role 

of retail as a public platform.