The problem is not getting better; With sales down, operating costs up and margins being threatened; cut backs have been on training. If there is one thing that will ensure to bring customers back time and time again is a “fabulous” fitting service, that is consistent, reliable and offers impartial advice. This is only achieved by extensive training and experience on the shop floor in fitting rooms.
From the retailers perspective not only do we need to offer a credible fitting service, we need a fitting service that also “sells” a suitable product that fits the customers personal requirements. Ask yourself or better still conduct a survey in your business, what is the % rate of fittings that results in a sale of 1 or more bras? A good fitter should always sell more than one garment to a customer and achieve that add on purchase; be it the bra in a second colour way or that more difficult sale of a matching coordinate … the brief. Too many times I have overheard or seen a fitter talk a customer out of a purchase as she didn’t feel the bra fitted 100%! The customer was happy and a less “scientific” fitter would have passed it as being more than acceptable. A fitter must never lose sight of what her purpose is; to be capable of selling a customer a suitable bra whatever their shape, age and size. Are your fitters sales people or just fitters? My answer is that they should be both, what is the point of dedicating time and money to a fitting service if a SALE and a happy customer is not the end result.
