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MANNEQUINS THE GOOD THE BAD AND THE UGLY

Written by: Linda Cahan

Article Overview: Some basics about mannequins.

MANNEQUINS THE GOOD THE BAD AND THE UGLY

MANNEQUINS
THE GOOD, THE BAD AND THE UGLY
By Linda Cahan

Oh, they can be so ugly.
A good realistic mannequin is a wonderful thing. It tells your customer
exactly who the merchandise is geared for: missy, junior, teen,
women’s, petite, funky, virginal, slutty, gay, straight, - you name it.

When the mannequin fits the store image, the price point of the
merchandise and the correct form and face for the merchandise, you
have a winning combination that equals most forms of advertising.
When these three rules are ignored, confusion results in a lack of
sales.

Several years ago I was asked by a mall manager to look at a store
that was complaining of poor sales – and blaming it on the mall.
From the mall I saw that they had a beautiful store, expensive
architecture, decent fixtures and cheap missy mannequins.
Although the window display could have been more interesting, it was
no reason to loose sales.
Then I went into the store. All the merchandise was sized for juniors
but was in the $250 to $700 price point. The mannequins said missy,
the sizes, junior and the prices – upscale. Mass confusion. The
mannequins were drawing in the wrong people. The solution – either
re-size the merchandise, or replace the mannequins to attract a
younger but upscale customer.

When you buy mannequins ask yourself the following questions:
1. What is the image of my store?
2. Who is my customer and what does she/he look like?
3. What do he/she want to look like?
4. What is the general price point of my merchandise?
5. What type of merchandise will the mannequins be wearing?
6. What can I afford to spend on mannequins?
7. Where are they going to go and how many do I need?

Eddie Bauer does not use slutty looking mannequins nor does Saks
Fifth Avenue use cheap mannequins. The look of your mannequins
tells your customers what you are about.

It is so easy to make mistakes when shopping for mannequins. Most
mistakes come in the form of “great deals.”
If the mannequins that you’ve found do not fit in to the answers of
questions 1-7, then you’re throwing your money down the tubes.
Even if they’re free.
The wrong mannequin is possibly worse than none at all.
I’ve seen fabulous mannequins in windows that are wearing elegant
evening clothing – only they are meant to be wearing sweats and
holding a piece of sports equipment. There is no way tailored slacks
will fit on them and dresses look equally odd. Some mannequins are
meant for action poses and can wear only sports clothing. They
cannot be switched into business or eveningwear without looking
foolish.

On the other hand, if you only carry sports oriented clothing and you
get a great deal on an elegant, ladylike mannequin – think twice
before buying. Your clothes imply action and your mannequin will
look like it’s at a cocktail party. Granted, we’ve probably all gotten
some action at cocktail parties, but that’s not where you’re going for
your store image.

When you order a mannequin from a mannequin house, they will ask
you what finish or skin tone you want on the body. Think this through
carefully. Too tan looks dirty over time while too pale may be
inappropriate for your customer base. If you have a good racial
customer mix, don’t hesitate to consider and buy mannequins that
have a mixed look with a slightly darker skin tone. They are usually
the most interesting and powerful faces in the line and appeal to
everyone.

Mannequins come in many price points. Checking out
www.visualstore.com as well as www.ddimagazine.com will help you
to shop around for the mannequins that fit your needs.

Mannequins made in the US or Europe are more costly than those
imported from Asia but the quality is usually far superior.

Mannequins break easily. It’s vital that whoever is dressing them
understands how to take off the arms, hands and leg (if necessary).
Also, during the dressing process, these appendages should be kept
out of harms’ way. Once they are stepped on, they are never quite
the same.

Mannequin wigs could be an entire article on their own. A few quick
basics:
1. They need to be cleaned from time to time.
2. Don’t let amateur hairstylists loose on them.
3. Buy simple styles that survive fads – pageboys, short cuts,
Chinese chops.
4. Don’t ruin them with tons of hairspray or gels. These are made
from acrylic, not real hair.
5. Buy colors that appeal to you. Don’t worry about them matching
the merchandise.
6. Store them carefully in the bags they came in or in ziplock bags.

Remember your mannequins represent your customers. Be kind!

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Article Tags: architecture, confusion results, eddie bauer, juniors, loose sales, mannequin, mass confusion, missy, saks, saks fifth avenue, shopping, store image, teen women, virginal, winning combination, wonderful thing



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