Category Archives: fashion

The importance of the fitting room

I went clothes shopping today for the first time in several months. Such a long break is unusual as I like to shop but much appreciated by my bank account. Total damage: $303 for 2 button down shirts, 2 polos, a sweat-shirt, a long sleeve shirt and a pair of shoes. I gave my money to Guess, FCUK, Zara, Banana Republic and Skechers (via DSW). I’m a total sucker for Guess and FCUK but it’s the first time I found something at Zara.

I realized how important the fitting rooms are as that’s where the buying decision is ultimately made. And some stores can definitely improve on that front.

Top lights are bad

The direct light from ceiling mounted spot lights is terrible. It overemphasizes the structure of the fabric and creates drop shadows for every fold. Also it gives the face a spooky look. Indirect light from behind the mirror is much better.

Mirrors – size and position

The mirror has to be big enough so that I can easily see my entire body. I like it when there is an angled mirror behind me so that I can get a 360 view.

A the DSW shoe store they had these small angled mirrors mounted to the seats. You can see the shoe and your leg up to your knee. It allows you to see if the shoe matches your pants. But it doesn’t allow you to see if the shoe matches your style. I couldn’t find any full size mirrors anywhere. I ended up not buying a pair even though I liked how it matched the pants. I was convinced it doesn’t match my personality.

Customer vs. guest vs. client

At the checkout at DSW the employees called for the next ‘guest’ rather than ‘customer’. This must be a policy as they consistently did so. Now I understand that some companies don’t want to call their customers, well, customers as the term implies:

  • buyer of product
  • source of money

But being called a ‘guest’ felt wrong. Especially at the checkout where I turn into a customer as I’m handing them my money. I can’t be fooled into thinking that it’s a privilege to be at the store or that they just want me to be there without buying anything. It makes more sense for a hotel or restaurant as they’re hosting you for an extended period of time. Please don’t call me a guest at a shoe store.

In-N-Out also has some special name for their customer. I can’t remember it right now though.

The Real Yellow Pages, Really?

I just heard the AT&T ‘real yellow pages‘ commercial on the radio which reminded me that I wanted to write about the corresponding billboard campaign a while ago. Who came up with the idea that anyone cares about the ‘real’ yellow pages? I’ll give up ‘real’ for ‘relevant’, ‘accurate’, ‘up-to-date’ or ‘easy to use’ anytime. Consumers don’t care about real in commodity products.

Why does AT&T still care about their printed yellow pages? Are the listing fees/ads generating a significant amount of revenue? According to AT&T their pages are referenced 4 billion times annually. I wonder what the corresponding CPM is. And do businesses compare this to running their own search result ads?

In fact, who is still using yellow pages? With the Internet at your finger tips with more complete and current information it’s hard to imagine still sifting through a paper copy. Granted there is an online version at yellowpages.com but I prefer yelp.com or local.yahoo.com that include consumer feedback, links to the official web site and a map.

The ad campaign should have been built around ‘complete’, ‘comprehensive’ or ‘most referenced’. Make the consumer feel like she’s missing something by ignoring these yellow pages. Reserve ‘real’ and ‘original’ for fashion and luxury items.