Brandy Melville Closes Fitting Rooms Amid Customer Backlash

The quiet removal of dressing room access follows reports of rising theft and a viral social media trend involving shoppers using chewing gum to secure curtains for privacy. Despite the lack of an official statement from the company, the change has forced customers to try on garments directly on the sales floor.

Retail consultant Liza Amlani of Retail Strategy Group argues that the friction is unlikely to hurt the brand. Customers who purchase items without trying them on are statistically more prone to returning products, a cycle that necessitates additional store visits and frequently leads to further impulse buying. Even as social media users film their frustration, the brand's core demographic continues to frequent its stores, demonstrating the resilience of a business model that has weathered previous controversies, including discrimination lawsuits and its controversial 'one size fits most' strategy.