商場移除試衣鏡 因其降低購買慾大綱

Mirrors are being reMoved from changing rooms in some of Britain's biggest shopping centres after new research revealed they make customers more "body conscious".

一項新的研究表明，試衣鏡使得顧客對自己的身材更在意，因此英國一些最大的購物中心正在移除試衣間裏的鏡子。

Almost three-quarters of British women (71 percent) are put off buying clothes after they have tried them on in front of a changing room mirror, a survey found.

一項調查發現，近四分之三（71%）的英國女性在試衣鏡前試穿之後，就打消了買衣服的念頭。

More than half of woman (52 percent) are left feeling down after seeing themselves in the mirror, the research discovered.

調查發現，超過半數（52%）的女性看到鏡中的自己後感到沮喪。

And a fifth (22 percent) of women will only allow close friends and family to see them try on clothes in a changing room.

五分之一（22%）的女性只允許好友和家人看她們在試衣間裏試穿衣服。

Retail giant Hammerson is now taking down mirrors from its Birmingham Bullring, Bristol Cabot Circus and Croydon Centrale malls in a bid to boost the confidence of female shoppers.

零售巨頭漢莫森集團正從伯明翰的鬥牛場購物中心、布裏斯托爾的卡博特廣場以及克羅伊登的中央商場取下鏡子，以增加女性消費者的信心。

Alex Thomas, regional marketing manager for Hammerson, 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.

亞歷克斯•托馬斯是漢莫森集團的區域市場經理，他說：“人們來購物中心的主要原因之一是買衣服，不論是買一套嶄新的行頭，還是爲某個特殊場合買件不會穿第二次的衣服。”

"We want to ensure that everyone feels comfortable and confident when trying on clothes, so that's why we're trialling banning the mirrors.

“我們要確保每個人試衣服時都感到舒適和自信，所以我們正試行不安裝鏡子。”

"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."

“我們希望人們，尤其是女性，試穿衣服時能感到自己美麗迷人。希望這一做法會成功，這樣今夏我們就會在我們的各大購物中心進行推廣。”

The company, which carried out the research on women's approach to trying on clothes, said many prefer the opinions of shop assistants or friends to relying on how they think they look in the mirror.

該公司對女性試穿衣服的方式進行研究後表示，相比自己照鏡子做出判斷，許多人更傾向於聽取店員或朋友的意見。