Hammerson centre reflects on customer self-esteem

SHOPPING centre owner Hammerson is to cover up changing room mirrors in its stores as part of a trial aimed at boosting the self-confidence of its customers.

The company’s centre portfolio includes Birmingham’s Bullring.

Around a third of fashion retailers in each of its centres has agreed to take part in the trial and will assess the next step once customer feedback has been analysed.

Draper magazine said the project aimed to make visitors less self-conscious when they are shopping and trying on clothes, by covering changing room mirrors with black paper.

The trial was launched following a survey of 1,000 women by research company Mortar, which found that 71% of British women do not feel confident buying a new outfit, after they had tried it on and looked in the changing room mirrors.

The survey also found that more than half (52%) of those surveyed had low self-esteem when looking at themselves in a mirror.

Alex Thomas, regional marketing manager for Hammerson, said: “We want to ensure that everyone feels comfortable and confident when trying on clothes. Hopefully this will be a success and we can roll it out across our shopping centres for the summer.”