09 Jan Fitting room，the new “classroom“ for fashion tutorial
Recently, many Chinese young people complained that the queue outside the fast fashion brands’ fitting room is becoming longer and longer. They are wondering why some girls are spending half an hour inside just to try clothes. Actually, those girls are the “fitting room bloggers”, who will mix and match the pieces from the new collections and take selfies in front of the mirror. Unlike the professional fashion bloggers, most of them are ordinary people but with good tastes and high level of aesthetics. Now, the fitting room has already become the new place for millennials to “Daka(打卡）”(A Chinese expression which means sign-in or post pictures to record where you have been to or what you have done). Visiting the boutique has became part of their daily routine, they are coming back to the offline experience rather than shopping online.
Xiaohongshu KOL Saisai’s outfits in COS
If you use “fitting room” as the keywords to search on Chinese social medias, such as Weibo and Xiaohongshu (the social shopping app)，there will appear a huge amount of well-edited outfit recommendations. Usually the products they choose to complete several outfits are all from the same brand. In order to help consumers to find accurate products, they will also add precise products descriptions, pictures and prices next to the outfits’ photos. Height, weight and size are necessary to provide a convictive reference for consumers.
Fashion brands’ fitting room look, from left to right: Zara, Puma, UR
With quickly updated new products, spacious and free fitting room, fast fashion brands are absolutely the best choice for the “fitting room bloggers” to design their photos. Zara, H&M, Uniqlo, Urban Revivo and COS are the most mentioned brands with fitting room hashtags. The products that are recommended by several people at the same time will be sold out immediately.
Well-edited fitting room outfits on Xiaohongshu
For ordinary people, this kind of fitting room outfits is a way to a become fashion blogger with zero budget. This phenomenon reflects the desire of Chinese millennials to express their fashion aesthetics, gain recognition and appreciation. But at the same time, this content brings conveniency to the other one who isn’t confident in their fashion taste or who doesn’t have time to go shopping.