Shopping centres cover mirrors in changing rooms

Hammerson-owned shopping centres, including Birmingham’s Bullring, has started covering mirrors in changing rooms to make "a more comfortable place for women to shop.”

The trial, also taking place at Bristol Cabot Circus and Croydon Centrale shopping centres, is aiming to increase customer’s self-confidence when shopping, as Hammerson has discovered that 71 percent of women don't feel confident buying a new outfit after they've tried it on and looked in the changing room mirror.

The survey of 1,000 women, by research company Mortar, also found that more than half, 52 percent of those surveyed also had low self-esteem when looking at themselves in a mirror.

With those figures in mind, Hammerson is wanting women to buy an outfit “based on whether or not it makes them feel fabulous” as opposed to how it looks in “unflattering” changing room mirrors. It adds that the research also found that 22 percent of women will only allow close friends and family to see them try on clothes in a changing room.

The trial will continue for the next week, then customer feedback will be analysed and the next step will be assessed as to whether the ban continues, although, only a third of shops in the shopping centres have signed up to take part.

Hammerson regional marketing manager, Alex Thomas, said: "One of the main reasons people come to our shopping centres is to buy clothes, whether that be a brand new wardrobe or a one off item for a special occasion.

“We want to ensure that everyone feels comfortable and confident when trying on clothes, so that's why we're trialling banning the mirrors.

“We hope that women, in particular, will try something on and feel gorgeous and glamorous. Hopefully, this will be a success and we can roll it out across our shopping centres for the summer.”

Image: courtesy of Hammerson