While C. Wonder, a newer luxury concept, includes many dazzling features, the most surprising to some reviewers is its deluxe take on the dressing room.
A tour by RetailWire of its dressing rooms at its store in SoHo on Manhattan's Spring Street revealed features generally expected from dressing rooms at an upscale clothing store with several twists, including:
- Opulence: The dressing room features a velvet curtain, plush chair, sleek dark brown wood walls, and a massive eight foot mirror;
- Spaciousness: Measuring four by five feet, the space provides ample room for the shopper to view a potential purchase from numerous angles. Or, the shopper can comfortably invite one or two other shopping cohorts in for advice on a purchase;
- Mood lighting: A digital screen on the side wall includes light settings to help the shopper view any potential purchase in daylight, club or bedroom lighting. The four settings are: Dark, Dim, Medium and Bright;
- Mood music: Visitors can use the screen to can pick songs from eight different music station buttons depending on their mood and tastes. For instance, the "Nostalgia" station was playing Aretha Franklin on a recent visit. The seven other music stations include: "Wonder-ful," "Excited," "Flirt," "Playful," Confident," "Refreshing," and "Cool." Four volume levels are also available: Mute, Soft, Medium and High;
- Sensors: Mimicking the start of a performance, sensors trigger the music to start and the lights to turn on after the shopper enters the room;
- Help button: The lower-right hand corner of the screen includes a "Need help? Press me!" button to summon the associate standing just outside the dressing room;
- Refreshments: Bottled water and lemonade are nearby for dressing room visitors.
C. Wonder is the invention of Chris Burch, ex-husband of designer Tory Burch. Featuring a curated collection of apparel, accessories and home décor, the store has gained particular media attention for its strong emphasis on the store experience with its bright colors, themed in-store shops, monogramming and embroidery options, DJs and dancing store associates.
An article reviewing C. Wonder's dressing rooms in The Record in North Jersey noted that other retailers have likewise modernized their dressing rooms. At Prada's flagships in SoHo, San Francisco and Los Angeles, a "magic mirror" allows shoppers to see their outfits from all sides and send pictures to friends. At Aeropostale, the glass see-through dressing room doors fogs up with the aid of sensors when a person enters.