CBx Daily

Model Behavior: How Mannequin Collateral Increases Retail Stores Value

Oct 28

By CultureBanx Team

  • Diversity in mannequin body size and gender can help shoppers see themselves reflected in a brand, and drive loyalty
  • Global sales of mannequins will exceed $13B in revenues by 2022

Mannequin collateral is really valuable, as they are not just vehicles for the fashion industry to showcase their creations, they communicate more than we might think about attitudes and encourage onlookers to imaginatively identify with what they see. Fact.MR estimates the global sales of mannequins will exceed $13 billion in revenues by 2022, it’s possible for this number to go even higher due to brands taking a larger stake in customer representation.

Why This Matters: Mannequins have historically gone through trend cycles, but they are in the midst of a very important evolution, according to experts. Diversity in mannequin body size and gender can help shoppers see themselves reflected in a brand, and drive loyalty. They have always been a display vehicle that helps boost sales and the sell-through rate of apparel placed on mannequins is historically high.

The history of mannequins is long, with one of the earliest discoveries found in King Tutankhamun's tomb. Male mannequins are the largest segment, with a share of about 30%, according to Retail Dive. Most likely the form was used as a life-size model for royal dressmakers or to hold the King's clothes and jewelry. The global mannequin market is expected to reach nearly $1.5 billion by the end of 2027.

Situational Awareness: Pushing forward concepts of inclusion at a store level can only attract more customers. Using diverse mannequins could help customers aspire to buy more, as it conveys a sense that brands understand their cultural affect.

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