Table 3 Consumer experience in the fitting room

Inspecting fit and match with personal taste

Inspecting size and fit

Inspecting the size and fit (Participant A–E): “I try on items in the fitting room to find clothes that match well with my body shape (Participant A)”

“I prefer tapered skirts. I did not buy the silhouette I desired when I tried on the item (Participant D)”

Inspecting style and taste match

“I try on clothes to inspect whether the new vogue style matches my taste (Participant B, C)”

“I usually try on three or four outfits, but it is often the case that they do not match my style as well as I thought they would. (Participant H)”

“I tried on flower-printed light and supple clothes many times because I love to have that feather-like feel and look, but every time, they did not match my style at all. I have given up on this challenge, but of course I might give into charm while trying on clothes (Participant A)”

Purchases and decision-making

Asking for advice

“I usually ask those who happen to accompany me to tell me what they think (Participant A, D, H)”

“I ask them even though I like the outfit, just to inspect if others see what I see (Participant B)”

“If I really like an outfit, I decide to buy it without asking others (Participant F, G)”

“If I cannot decide easily, I ask my friends who come with me, or I take a picture in the fitting room and send it to my boyfriend to get his opinion (Participant H)”

Deciding whether to buy an item

“I was afraid that it would look too wide, and it really did. So I did not buy it (Participant D)”

“I cannot buy the items all, so I narrow down my purchase to just one or two things (Participant E)”

“I try on the outfits that look pretty, but price seems to be the most important factor when deciding whether to buy something (Participant C, G)”

“I tried on the clothes because I desire them all, but in the end, I think hard about if they are worth the price and whether I will really wear them often (Participant E, F)”

Enjoyment

Aesthetic appeal

“Trying on clothes has its own attraction (Participant E, H)”

“Trying on new clothes is a new experience in itself (Participant B)”

“First, I choose pretty clothes without thinking too much about whether they fit and match my style, or if I’ll have occasions to wear them (Participant G)”

“I try on clothes that are not my usual style or that I wouldn’t dare wear. It’s just for fun, because they look pretty. Nobody cares anyway (Participant C)”

Interactions with friends

“I tend to try new things when friends are around or when I’m in a comfortable environment. Today I was a little daring because a friend was with me. Otherwise, I would not have attempted to try on what I did (Participant A)”

Information seekers

Choices of other shoppers

“While standing in line, I inspect the clothes others are holding or the outfits they try on. I inspect out the clothes I think are pretty before I leave the store. I look especially closely at the clothes that refined and elegant women are holding or have tried on (Participant F)”

“While standing in line, I look at the clothes others are holding. If someone is holding the same clothes as me, I feel uneasy, and worrying that too many people might wear them (Participant E)”

Hanger items

“I often take a look at the hanger items when entering and leaving the fitting room, out of curiosity at which items sell well (Participant B)”