Remember Cinderella?

We mentioned her last month. Let’s pick up the story where we left off. There’s a really surprising element in this tale: the slipper. Glass, leather or pleather – that’s not the question.

Let’s imagine the scene:

a prince, an unknown woman, two young people dancing. Midnight strikes, the beauty makes a run for it—without so much as a Vuitton trunk! —and finds herself clad in rags. In her flight, she loses a shoe. The distraught prince is ready to do anything to find her. His options? Visit the town’s houses in person? Browse local TikTok accounts? No. His reaction is grotesque: he’ll marry anyone who can fit into that little slipper. Was he the forefather of Christian Louboutin? Surely, he must have remembered what his sweetheart looked like. Or maybe he didn’t even look at her… And so it is by sliding her foot into that shoe that a young girl will become queen. The stakes are high. In the Grimm Brothers’ version, Cinderella’s sisters don’t hesitate to cut off a toe or a heel to achieve this. But no one is fooled. And when Cinderella slips on the shoe, the Prince finally recognises her.

The fitting

is therefore at the heart of the tale: without it, the love story loses its footing.
It is the foundational sensual act.

Andrea Guerra, CEO of the Prada Group, defines his vision of luxury like this:

“Making the client fall in love.”

At some point, this means allowing the client to be discovered, tamed and pampered. And for the salesperson, to feel authorised to do so, which is not always a given! I remember a mystery shopping visit: I was to evaluate best practices in selling exotic leather. But they wouldn’t let me touch the bag. Too fragile! Don’t blame the poor saleswoman. Put on your white gloves, don’t let the bag sit on the counter, don’t scratch the leather: she was overwhelmed with recommendations, even if it meant forgetting that the bag, if I bought it, would live by my side and not in a museum.

At that moment, I was reminded of the cult scene in Pretty Woman when Julia Roberts is turned away from a chic boutique. “Not the right style”, objected the shop assistants. They didn’t get it: the fitting is a key moment in your client relationship. It’s the moment when, as they enter the dressing room, you can talk to them, listen to them, ask questions, discover and reassure. It’s what truly sets physical retail apart from online shopping. Because it’s in the fitting room that the client is formally introduced to the object they want, that desire is born. And for that spark to become a purchase, the client needs empathy and support more than ever.

As Kapferer & Bastien write in The Luxury Strategy:
Break the Rules of Marketing to Build Luxury Brands (2009, 2012):

“Luxury is an experience. It is not only the possession of the product, but the physical contact with the object, the discovery of its materiality and craftsmanship, that create fascination and desirability.”

It’s the moment when the dream of luxury takes shape, when desire ignites. Set the stage. Be silent. Let your client discover the creation. Make it theirs. Let them imagine themselves wearing it. In a watch store, gently fasten the timepiece to their wrist, then fall silent. In a leather goods boutique, invite them to try the bag in a quiet corner, away from Saturday crowds. Let them handle, feel, caress the piece. Forget your fear of damage. This moment is sacred, the heart beats, the temperature rises, the object of desire is no longer unattainable— it’s right here, and it could be mine. No online purchase can recreate that. Let your client savour it. Then, when a smile spreads across their conquered lips, invite them to admire the craftsmanship, the beauty of the leather, or the fall of a fabric. Play the storytelling card. Compliment them. Offer an accessory— what about this scarf tied to your bag? Note the possessive: “your” bag. It’s already theirs! Suggest an engraving to make the piece unique, or a belt to highlight a slim waist. Celebrate the magic of advice, the power of human connection. Offer champagne to mark the moment.

“she should have bought online—
she wouldn’t have been humiliated!”

Let’s return to Pretty Woman, which I mentioned during a business school lecture. My students were outraged: she should have bought online—she wouldn’t have been humiliated! Like Cinderella’s cruel sisters, full of prejudice, those saleswomen gave her no chance. They didn’t take the time to talk to her or inspire her to dream. Fortunately, Julia returns, flanked by her Richard and her fairy godmother, the VISA card. This time she’s welcomed like a queen and served… pizza. My students were horrified: pizza? Everything’s wrong with this scene! On Rodeo Drive, really? You don’t try on a Chanel tweed jacket holding a slice of Regina!

The moment must be sacred.

The fitting is a whisper, a sip of Veuve-Clicquot, a feast for the eyes. It’s the moment where your role is to spark passion in your client. I once had a unique experience at Piaget. One day, as I walked in out of curiosity, a sales assistant showed me around the boutique. I wasn’t planning to buy and said so upfront. Soon, I was standing awestruck before a breathtaking €45,000 ring. “Would you like to try it?” I blushed. “You know,” she whispered, “the dream shouldn’t be reserved for the one who buys it. To understand the beauty of our House, I invite you to try it on. Just for the pleasure.” Like Cinderella, barefoot and in rags, I held out a hand with chipped nail polish. And became queen. Of course, I didn’t buy the ring—but Piaget left me with an unforgettable memory.

Trying is the essential luxury experience.
Without emotion, there is no passion.

So, what lessons can we draw? Don’t let a client leave without inviting them to try. Ensure the space is right: a calm counter, a tidy fitting room. Invite them to feel the sensuality of the materials. The chill of metal, the sparkle of diamonds, the grain of leather. Reverently, in silence. Create the moment of falling in love.

And you—what are your most beautiful fitting room stories?