Germany's Zalando partners with YouGov to study shopper emotions

Once considered an essential part of the shopping experience, the research shows a growing dissatisfaction with changing rooms, poor size guides, and frequent returns. Respondents report experiencing emotions such as insecurity (19%), frustration (19%), and disappointment (16%) when trying on clothes in-store, with cisgender women (49%) and transgender women (57%) selecting at least one of these negative emotions.

Dissatisfaction with high street shopping is not just a minor inconvenience; it has real implications for retailers, with 36% of adults stating that a negative shopping experience would stop them from making a purchase—a number that peaks at 41% in the UK. Additionally, 46% of respondents report their mental health is negatively impacted when their clothing fits incorrectly, with almost one-fifth (19%) of shoppers surveyed feeling always or often affected.

Specific complaints about traditional changing rooms include a lack of space (41.1%), worries about how the clothing fits (23.6%), and feeling rushed (23.1%). These issues are consistent across markets, from Spain to the UK, demonstrating that traditional changing rooms often fail to meet the needs of modern consumers. The phenomenon has been coined Fitting Room Anxiety by psychologists and media over the past years.

However, experiences do vary. For instance, while 34% of respondents in Austria report enjoying their changing room experience, only 9% in Denmark feel the same. In contrast, 26% of respondents in Sweden report feeling frustrated compared to only 12% in France.

Respondents in Germany (37%) and the UK (39%) highlight privacy as a key factor, preferring trying clothes at home. These numbers are significantly higher than the average (29%) of all respondents in the countries surveyed. This contrast highlights shoppers' diverse needs and preferences, underscoring the importance of innovative solutions.

To uncover these evolving consumer needs, emotions connected to purchasing fashion and their impact on consumers' shopping habits, Zalando has conducted extensive research in partnership with YouGov Analysis Institute. This research supports the development of Zalando’s size and fit solutions, such as the Virtual Fitting Room, where customers can try different sizes of an item on a 3D avatar that represents their bodies, and the Body Measurement tool, which offers size recommendations based on unique body measurements. These tools provide a personalised, stress-free shopping experience that addresses fit and comfort, empowering shoppers to feel confident in the clothes they wear. This technological advancement not only reduces the anxiety of finding the right size but also promotes a positive and satisfying shopping experience.

Following various pilots and tests, Zalando introduces its ‘Virtual Fitting Room’ and Body Measurement tool, transforming the shopping experience and supporting Zalando-stocked brands. Using human insights, Zalando’s innovations are helping redefine the shopping landscape, making it more inclusive, accurate, and enjoyable.

Note: The content of this press release has not been edited by Fibre2Fashion staff.

Fibre2Fashion News Desk (RM)