What Do Your Mannequins Say About Your Store?
As the saying goes, you only get one chance to make a first impression, holds true in the retail industry. If a store's window display is poorly done, shoppers will walk right past it without taking notice. On the other hand, a well-designed window display will force shoppers to stop and think about the product on display. Perhaps the shopper had no intentions of entering the store, but now he or she is a life-long customer.
Of course, there's no better way for retail apparel stores to give a positive first impression than by using a mannequin-based window displays. Mannequins are effective for several different reasons, one of which is the simple fact that shoppers can relate to them. When a shirt, dress or some other type of garment is draped on a mannequin, it allows the shopper to envision him or herself wearing it. This is in stark contrast to traditional hanging racks, which do not offer this benefit.
But a mannequin alone isn't going to bring shoppers into your store. You must dress and design the mannequin to make it more appealing. This means choosing the right garments (note: pay close attention to the colors), as well as using the right accessories. Remember, your goal when creating a window display is to make it look as realistic as possible. Several studies have shown that realistic-looking mannequins have a greater impact on shoppers than generic, low-quality mannequins. This alone should be reason enough to invest in premium, high-end mannequins.
We've talked about this before on our blog, but it's worth mentioning again that even the "best" looking mannequin displays must be changed on a regular basis. Shoppers will grow tired of seeing the same display time after time, at which point it will have diminishing effects on their shopping behavior. To maximize the benefit of your store's displays, you should incorporate new garments, colors and other elements. A good rule of thumb is to change your displays at least once a month.H
Remember, your mannequin displays represent your store and everything for which it stands. Therefore, you should put forth the extra effort to design them in the most appealing manner possible. Anyone can throw up a generic-looking mannequin display, but it takes time, skill and experience to create a high-quality mannequin display. If you're willing to put forth the effort, though, you'll find it's well worth it in the long run.
- George Blitzer