Mannequins
proportion>london have created a number of exciting mannequins, props and bust forms, including a replica of the iconic Alexander McQueen hoof shoe, as seen above.
went with the exhibition. It is difficult to discuss the trends prevalent
in mannequin making, as each client seems to be looking for something very different. Trends seem to be born as much from necessity as design. As a result of the ‘size zero’ debate within the fashion industry, mannequins are now mostly made to the dimensions of a size ten rather than a size eight, and the move towards more sustainable materials has come from demands for eco-friendly retail practices. This also seems to be true of the debate around realistic and abstract mannequins. Coe at Universal Display believes that abstract design acts as more than just an opportunity to be ‘avant-garde’. Realistic mannequins can isolate a section of a client’s demographic. If mannequins clearly reflect a specific age range, for example, then this will alienate customers that do not fit this age range. Therefore, having a mannequin that isn’t placing these restrictions incorporates all potential customers, therefore potentially encouraging sales more than something that is made to be realistic.
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According to Coe, abstract mannequins can also often reflect a brands image better; “The abstract mannequin has much more range than the realistic; it does not limit and define a demographic quite like a realistic can. A good bespoke abstract mannequin should work on a subliminal and emphatic level, helping customers identify with and buy into a given brand.” For proportion>london the debate
changes depending on the client; “We have seen a to and fro between realistic lifestyle mannequins and contemporary abstract forms. Of course there are clients for each, depending on the profile of the brand. This will always be the case; not only as fashion changes its visual focus, but also since some brands prefer a quieter more classic approach whilst others push the boundaries of fashion with ever more outrageous or modern visuals.” What is fitting for one retailer would be out of the question for another, which is what makes the mannequin such a long- standing part of the retail window. Although new technology can improve a retail space, the mannequin is still the best
way to integrate physical product into even the most outlandish of window displays, and this will ensure that the mannequin will stand its ground for years to come.
Contacts
Almax Italy T: +39 031 74 98 52 W:
www.almax-italy.com
Kee Square T: +39 0236 53 33 68 W:
www.keysquare.com
Universal Display T: 020 8206 5010 W:
www.universaldisplay.co.uk
proportion>london T: 0207 251 6943 W:
www.proportionlondon.com
www.a1retailmagazine.com
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