Retail consultancy Adaptive Path recently used its blog to tear into the clothes-buying process. The main culprit: dressing rooms that don't make the shopper feel good about how they look.

"It's a terrible experience," wrote product manager Julia Houck-Whitaker. "The lighting is enough to compromise anyone's self esteem. The fluorescent lighting not only makes me look bad, but the shirt or sweater that looked great on the shelf or rack, now looks different."

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