Retail's brand values showcased through mannequin's presentation: Insight into mannequins as brand ambassadors in retail stores.
Mannequins make a big impact, whether you realize it or not. For years, they've been a part of fashion retail, but now, they're stepping out of the background and into the spotlight.
In the past, mannequins were all about showcasing fashion in a glamorous, faceless way. But retailers are catching on – body forms are more than just a method for displaying clothes; they can help customers see themselves reflected in the brands they shop. In essence, mannequins can become a way for a company to reinforce their values and beliefs.
Adam Moon, executive creative director of Fusion (the world's biggest mannequin producer) says it best: "Mannequins are storytelling vehicles. They've evolved from sky-high, modelesque to becoming more realistic and representative of the customers shopping in our stores."
This evolution is crucial because mannequins can signal what's important to retailers. They have the ability to spark personal connections in customers, allowing them to see themselves and their values reflected in the shopping experience.
The History of Shape-Shifters
Mannequins have been around for quite a while – one of the earliest discoveries was found in King Tutankhamun's tomb! Despite changes in style and popularity, they've always been a display vehicle that helps boost sales.
Today, the global mannequin market is booming. From the ironworker in France who produced a wirework model in 1835 to the hundreds of hues available today to reflect a variety of skin tones, mannequins have come a long way. Male mannequins are the largest segment, accounting for about 30% of the market, with variations in style going in and out of fashion over the years.
Diversity Pays Dividends
Retailers are beginning to recognize the importance of showcasing diversity, not just in their products but also in their mannequins. And it's smart business – having a variety of forms can help retailers attract and retain a broader customer base.
Brands like Target, Athleta, and Old Navy have begun incorporating size-inclusive mannequins to signify their commitment to inclusivity. These changes have paid off – Athleta's private-label activewear brand, All in Motion, generated $1 billion in sales in its first year, while Old Navy's Bodequality venture has been well-received by customers.
Diversity efforts don't just stop at size – retailers like Moving Image and Content are expanding their focus to include representation of skin tone, height, and ability. By visually demonstrating inclusivity, retailers are forging deeper relationships with their customers, fostering loyalty and encouraging values-driven purchasing behaviors among younger generations.
The Future of Form
As society becomes more conscious of inclusivity and representation, mannequins will likely evolve to reflect these changes. While it's unclear what the future holds for genderless, formless mannequins, one thing is certain – mannequins will continue to be a powerful sales tool and a vehicle for conveying brand values.
Moon from Fusion says it best: "It seems like something that in the future, there may not be a need for specifically gendered mannequins. That they are just beautiful human forms, and that could very well be the future and how department stores or brands evolve and break down the gender barriers within their own departments."
By embracing diversity and inclusivity in their mannequins, retailers are making a statement – one that resonates deeply with today's consumers. And that's a powerful thing.
Enrichment Details
Mannequins as Sales Drivers:
Mannequins play a crucial role in retail by bringing clothing to life, making it easier for customers to visualize outfits and integrate new pieces into their wardrobes. Torso forms, leg forms, and full-body mannequins all enhance product appeal beyond hanger displays.
Retail Technology and Space Efficiency:
Modern retail environments are optimizing store layouts to incorporate more compact checkout counters and mobile checkout systems, freeing up floor space for product displays. This approach aligns with a retail trend toward engaging and interactive store environments that combine physical and digital elements.
Modular, Flexible, and Sustainable Displays:
Upcoming retail trends emphasize modular fixtures that can be easily updated for seasonal changes, offering flexibility for retailers. Sustainability is a prominent theme, with 66% of shoppers preferring eco-conscious brands. This trend encourages manufacturers and retailers to consider eco-friendly materials and production methods for mannequins as part of their display strategy.
Reflecting Diversity and Inclusivity:
Retailers are increasingly using mannequins that represent diverse body types, ethnicities, gender expressions, and abilities to promote brand values of inclusivity and social awareness. By breaking away from the traditional slim, uniform shape, mannequin manufacturers are encouraging body positivity and broader representation.
Brand Storytelling Through Mannequins:
Mannequins now serve as storytelling tools that embody a brand's identity and ethos. By styling mannequins to reflect lifestyle, values, or cultural narratives meaningful to the brand's customer base, retailers communicate more than just fashion – they convey community, sustainability, and inclusiveness. This aligns with the trend of creating memorable, personalized shopping experiences that blend digital and physical elements.
- Mannequins, long-standing display vehicles in the fashion-retail industry, are stepping into the limelight, serving not only as glamorous fashion showcases but as reflections of a company's values.
- Adam Moon, executive creative director of the world's largest mannequin producer, Fusion, asserts that mannequins are "storytelling vehicles," evolving from idealized models to more realistic representations of customers.
- During the pandemic, according to a report on AI in the fashion-and-beauty industry, there has been a surge in digital clothing trials and virtual dressing rooms, suggesting a convergence of AI technology and mannequins in the retail landscape.
- As sustainability concerns grow, the global mannequin market is set to adapt with an emphasis on modular, flexible, and eco-friendly fixtures, aligning with shoppers' preference for eco-conscious brands.
- The fashion industry's ongoing war on exclusivity continues to gain ground, with brands like Target, Athleta, and Old Navy embracing diversity by incorporating size-inclusive mannequins, attracting and retaining a broader customer base.
- In the future, mannequins may evolve beyond their traditional gender roles, becoming genderless forms that reflect the values of inclusivity and breaking down societal norms in the space industry.
