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Birmingham’s Bullring shopping centre is covering some of its changing room mirrors with black paper as part of a new trial aimed at boosting the self-confidence of its shoppers.
[Customer should] buy an outfit based on whether or not it makes them feel fabulous, not how unflattering changing room mirrors make them look.
Bosses said changing room mirrors might make shoppers look “unflattering” when trying on new clothing.
They said people should “buy an outfit based on whether or not it makes them feel fabulous, not how unflattering changing room mirrors make them look”.
77 per cent of women in the West Midlands do not feel confident buying a new outfit having looked at themselves in changing room mirrors.
Hammerson, which co-owns Bullring, has launched the project following a survey which found that 77 per cent of women in the West Midlands do not feel confident buying a new outfit having looked at themselves in changing room mirrors.
Maggie Foggett, marketing manager of Bullring, 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 trialing 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.”
Around a third of shops in selected Hammerson’s centres, including Bullring, have signed up to take part.
The trail, which started yesterday, 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 over the coming months.
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