Let's Talk Mannequins!
(image found at https://www.goodfon.com/wallpaper/manekeny-fon-ten.html)
Mannequins are a staple in visual merchandising. Rather than simply displaying a single item on a hanger or other kinds of display structures - which we went over last week, the mannequin allows you to show the consumer an entire outfit - with accessories! Some consumers need a visual of how they would wear a certain top. What shorts, pants, or skirts would they pair it with? What color bottom would look best with it? What type of necklace would make it pop? These are all answers you can give the consumer by displaying the outfit. Along with this, it is a marketing tacking that can work to persuade the consumer into purchasing the entire outfit once they see how well it all looks together.
This week we are going to talk about recommendations for what mannequin types are better for a specialty boutique-style store, a mass merchant store, and a department store - as well as why these mannequin types are the best for these stores.
Best Mannequins for Specialty Boutique-Style Stores:
Boutiques are ALL about luxury and FOMO (fear of missing out) because of their inventory style. You see that super cute shirt they have on display that you are eyeing? They only have three in your size and then it will be out of stock forever - this is your one chance to buy it. Boutiques are typically carrying products for one specific market - teenage girls, adult males, adult women, etc. Boutiques are all about stylish and luxurious items; naturally, the merchandising aspects need to match this. However, it is important to keep in mind that boutiques are generally small stores with no space for grand displays. For these reasons, the best mannequins for boutiques are realistic mannequins, as seen below.
(image found at https://zenmerchandiser.com/mannequins/best-realistic-mannequins/)
Realistic mannequins are the essence of luxury and beauty. Rather than just using a plain mannequin to display the outfit, the realistic mannequin shows the consumers how the outfit will look on a real(ish) person. They can see makeup looks and hairstyles to go with the outfit - driving either further the temptation to buy the outfit. This is a high-end mannequin for a high-end store and would simply look out of place at a department store.
A second mannequin that I recommend for the boutique is colorful abstract mannequins. This is a way to match the mannequin with the boutique's brand colors or simply the store theme of vibes. For instance, a boutique that has a darker and moodier vibe/brand can use a solid black abstract mannequin, as seen below. Colors like glossy black and metallic gold give off the sense of luxury - exactly what boutiques stand for. With these mannequins, they can still be set up to show the whole outfit - shirt, pants, purse, jewelry, etc - all while being classy and eye-catching.
(image found at https://www.aliexpress.com/item/4000602468299.html)
Best Mannequins for Mass Merchant Stores:
Mass merchant stores, "or mass merchandiser, is a company that affordably sells large quantities of goods that appeal to a wide variety of consumers" (Kenton, 2020). Two perfect examples of mass merchant stores are Walmart or Target - two of the largest mass merchant stores there are. These types of stores sell a variety of products to a variety of people; therefore, they are needing a variety of mannequins under two specific types - headless mannequins and abstract white mannequins. Below you will first see the abstract white mannequins and then the headless mannequins:
(image found at https://www.thebudgetbabe.com/archives/6897-Off-the-Rack-Target-Redecorates-for-Spring-with-New-Mannequins-Displays.html)
These mannequins are low maintenance as far as setting them up - no wigs to mess with or change the hairstyle of, no makeup to worry about matching the look with. Under these two types of mannequins, you want to make sure you select mannequin-style by your audience. Meaning if you are displaying a mannequin in the young girl's section you do not want to display a mannequin of an older woman. This is misleading and will not give an accurate depiction of what the outfit would look like on a young girl - if you can even get it to fit the woman's mannequin stature. Similarly, the maternity clothing section needs maturity mannequins and toddler mannequins need to be in the toddler section.
(image found at https://www.istockphoto.com/photo/side-view-of-headless-pregnant-mannequin-in-store-gm138095774-12552598)
Best Mannequins for Department Stores:
Department stores are equactly what they sound like - a HUGE store with many many many departments like clothing, kitchen, bathroom, electronics, decor, etc. In having such a huge space to work with, they are able to create elaborate displays with their mannequins. Because of this, they are having to focus on many mannequins at a time rather than putting all their time an energy into a couple of mannequins like a boutique does. The best mannequins for department stores are a mix of semi-realistic and abstract mannequins mixed together. They would need to be of neutral colors - white, peach, brown, etc as to blend with the rest of the store. People will still be able to get a sense of what the outfit would look like on them, without being overwhelmed by the mannequin looks or colors. Similarly, the merchandiser will be able to focus more on setting up the scene with the mannequins rather than making the mannequins overly beautiful. An example of this in action is below.
(image found at https://www.alamy.com/stock-photo-mannequins-modeling-young-womens-clothing-in-macys-department-store-135457877.html)
Above you can see the scene is set up to look like a runway. The mannequin used is that perfect mix of semi-realistic and abstract - with blonde wigs thrown on top to finish off the runway look. Things like this can always be added to the mannequin to fit the scene you are going for. If not, they can be left with no wig - as you would normally see in a department store. The mannequins are all white so that they do not distract from the clothes and so that they fit the neutral vibe that department stores generally have. These mannequins need to be flexible so that they can easily be posed, like the ones seen above, to create the scene the merchandise is going for.
References
Kenton, W. (2020, August 28). Mass-Market retailer. Retrieved March 21, 2021, from https://www.investopedia.com/terms/m/mass-market-retailer.asp#:~:text=Examples%20of%20mass%2Dmarket%20retailers,all%20considered%20mass%2Dmarket%20retailers.
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