Even Bastos, who said she was impressed by Aritzia's sales associates, acknowledged using her phone camera as a mirror and said her friends often used this approach as well. So why make customers go through this awkwardness?
"Not having the mirrors can be intimidating, especially for a younger shopper," Madia said."It's on the style advisors to make their shoppers feel comfortable." Many other brands have taken the opposing, hands-off route: Rag & Bone, J.Crew, and Abercrombie & Fitch have enhanced their dressing-room experiences by giving customers more control over their in-store experiences, including the ability to adjust the lighting in the dressing room or flip a switch to call for an associate's help.
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