You Can Capture the Perfect Shot... MZ Generation Taking 인증샷 in Fitting Rooms

From Karaoke Machines to Standby Me Displays Transformed into Photo Zones
Fashion Industry "Maximizing Experience... Advantageous for Viral Marketing"

A customer is taking a verification photo in the fitting room at Zara Jamsil Lotte World Mall, which has been renewed and reopened as an experiential store. Photo by Yonhap News

[Asia Economy Intern Reporter Lee Gyehwa] The fitting room, a space where customers try on clothes before purchasing, is undergoing a transformation. With unique concepts allowing for distinctive photos and videos, it is emerging as an optimized photo zone for 인증샷 (proof shots) among the 20s and 30s generations.

According to the fashion industry on the 4th, fitting rooms are being reborn not only as a tool for brand marketing but also as spaces where customers can create special photos and memories through diverse concepts.

The domestic brand 'ADER ERROR' made headlines with its unique fitting rooms when it opened a flagship store in Sinsa-dong, Gangnam-gu, Seoul. One fitting room, designed to replicate a karaoke room, features perfect soundproofing, and some customers actually sing inside. There is also a fitting room that simulates a moving train car.

At the Nike Style store near Hongdae, Seoul, the fitting rooms are decorated like photo studios. Customers can adjust the lighting to capture their own style in photos and videos.

Musinsa Standard Gangnam offers 15 fitting rooms equipped with LG StanbyME displays that can mirror smartphones. The lighting can be adjusted to the desired color tone, allowing customers to take special photos that become unique memories rather than simple fitting room 인증샷. Instagram Reels, TikTok, and YouTube Shorts can also be filmed inside the fitting rooms and uploaded.

The fashion industry is putting great effort into fitting rooms, which were once just leftover spaces. Unlike open shopping areas, fitting rooms are effective spaces to maximize brand identity experiences. Industry insiders say, "Inside the fitting room, customers can freely try on and examine clothes," adding, "Customers can fully experience the brand themselves, which leads to higher satisfaction compared to store staff explaining the design."

Proof shots taken in fitting rooms have significant viral marketing effects. Among the 20s and 30s generations who are active on social networking services (SNS), photos taken wearing new clothes in fitting rooms are widely shared. Some fashion brands consider sharing fitting room outfit shots as part of their brand marketing and track related metrics.

This marketing trend is spreading even to general brands. The more popular a brand is among the 20s and 30s online, the more they emphasize differentiated fitting rooms when opening offline stores. Online-based fashion companies explain, "The more a fashion brand originates from a platform, the more it needs a so-called 'Wow point'?a feature that surprises customers enough to elicit an exclamation?to enhance the advantages of physical experience and online shopping purchases."