Aritzia's mirrorless dressing rooms cause outrage online, but they seem to be a brilliant sales tactic

• The Canadian retail brand Aritzia has gained staggering success in recent years.
• It has generated buzz on TikTok via videos that comment on its mirrorless dressing rooms.
• A retail expert talked to Insider about the strategy behind this decision.

While the Canadian retailer Aritzia has been around for nearly 40 years, it has only recently become more of a household name, at least among many Gen Zers and millennials. 

In fact, Gen Zers increased their spending by 27% at Aritzia from January through June this year, according to Earnest Analytics.