Mannequins


predominating consideration, and that is budgets. The development of sustainable products is only ever going to run in line with how much value retailers place on the benefit. As it is a relatively new development, sustainable solutions can be quite an expensive option. As such, the popularity of sustainable products will only really grow as retailers start to see a potential return on investment. One alternative to creating brand new


As with almost every aspect of retail today, the role of the mannequin is changing. On top of the need for mannequins to find their place in the changing world of retail, public perceptions of size and shape have also resulted in the need for a new approach to mannequin production. The mannequin has been used in the


world of retail for centuries and is one of the most adaptable products for showing customers what they can do with the clothing on sale. Not only do mannequins reveal the cut and fit of clothing better than a hanger, there is also an excellent opportunity to up­sell by putting items together to encourage the purchase of completed outfits. Retailers can even outsmart their customers further by using products that are selling extremely well to enhance the appeal of other items in this way. The appearance of any mannequin is a


direct reflection of the store in which it is present, and it is for this reason that such a variety of mannequin styles are on offer. What is perfect for a retailer appealing to a young, fashion­conscious audience will not be right for a high­end boutique that sells to more mature individuals. This is why either team could win the debate between realistic and


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abstract mannequins; because it all depends on whose opinion you’re listening to. “Generally speaking we can say that


there is no one single trend,” explains Massimiliano Catanese, CEO at Almax Italy. “There is still a huge request for non­realistic mannequins, even if the trend is moving from completely stylised mannequins towards more human features”. At the end of the day, retailers will often dictate mannequin trends, and manufacturers can only create pieces that reflect these changing needs wherever possible. One thing that Almax Italy has noticed


is increasing in popularity is a focus on the sustainability of products. A number of retailers are relying on a sustainable reputation to provide a unique selling point for their brand, so sustainability is now being scrutinised. “Up to one year ago, sustainability and


corporate social responsibility was just a fashionable matter, something that you needed to do to be up­to­date,” explains Cammarata. “In the next few years, being eco­friendly and socially responsible will become necessary,” she believes. Sustainable practice is something that


a number of manufacturers are looking into, but there will always be one


sustainable products is to make full use of products that would otherwise be binned. Although trends may come and go, the human form has changed very little over the years, and there are a number of companies that have decided to capitalise on this fact by providing an opportunity for retailers to hire their mannequins. One such company, Mannakin Ltd, makes small changes to existing mannequins, such as an update in colour, to create up­to­date visual impact using mannequins that may otherwise have no longer been fit for use. This offers an opportunity to update store layouts without the need to invest in an entirely new range of mannequins, which is a great option, particularly for retailers with small budgets or those still getting their feet on the ground. Over and above the fact that hiring out mannequins is a sustainable solution in


Inset: Image provided by Universal Display Top left: Image supplied by Mannakin Ltd


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