Brandy Melville has closed all fitting rooms across its UK, US, and Canadian stores, impacting shoppers who rely on physical try-on. Brandy Melville's closure of all fitting rooms across its UK, US, and Canadian stores signifies a major shift in retail, prioritizing efficiency over traditional customer touchpoints.

While physical changing rooms are being eliminated by major retailers, digital try-on solutions are proving to be a powerful new driver for sales and conversion. The elimination of physical changing rooms by major retailers while digital try-on solutions drive sales creates a tension between cost-cutting measures and the emergence of advanced consumer engagement tools.

Given the dual pressures of cost-cutting and the proven sales efficacy of virtual try-on, physical changing rooms will likely become a rarity. AI-powered digital experiences are poised to become the new cornerstone of retail, particularly for luxury brands.

The Disappearing Changing Room

  • Sainsbury’s permanently closed all changing rooms in 2025, and Goodwill shuttered its rooms in 2023, according to The Guardian.
  • Removing a changing room allows brands to reduce staff, including security, and increase floor space for stock, as also reported by The Guardian.

The closures of changing rooms by Sainsbury’s and Goodwill, driven by operational benefits like reduced staffing and increased sales floor, illustrate a broader industry trend prioritizing efficiency over traditional customer amenities. Beyond cost savings, this shift fundamentally redefines in-store layout, pushing retailers to innovate how customers interact with products in a physical space devoid of traditional try-on.

AI Virtual Try-On: The New Conversion Engine

Shoppers who engage with AI virtual try-on are 50 percent more likely to purchase overall, according to Businessoffashion. For luxury consumers, conversion rates using AI virtual try-on jump up to 10 times higher, as also reported by businessoffashion.com. The stark difference in conversion rates (50 percent for general shoppers, 10 times higher for luxury consumers) underscores AI's particular potency within the luxury sector, where enhanced digital engagement translates directly into significantly higher sales. The higher conversion rates suggest virtual try-on is not merely a replacement for physical changing rooms but a superior engagement tool, particularly for high-value luxury items where visual fidelity and personalized experience are paramount.