Consumer experiences in fitting rooms in SPA stores

Introduction Specialty store retailers of private label apparel (SPAs) operate large scaled stores that present a different atmosphere than conventional department stores. Large apparel shops located in city centers offer consumers the comfort and pleasure of shopping, with layout design changing as swiftly as the inventory turnover, which includes a wide variety of products. The shopping environment created by SPA stores is considered the key competitive advantage of an SPA brand (Kim and Yang 2015). Above all, SPA brands’ fitting rooms, where customers can freely try on any number of items, are a special attraction for consumers; these rooms provide a different environment than earlier shopping experiences. SPA brands’ fitting rooms are multi-numbered private rooms, which allow customers to try clothes on leisurely without feeling conscious of other people, as they might in fashion retail stores with fewer fitting rooms. In addition, SPA stores provide an atmosphere in which consumers can try on items without feeling burdensome, because staffs at SPA brands’ fitting room simply check the items that customers return after trying them on in the fitting rooms; they usually do Abstract