Mannequins, those loyal companions in fashion stores, are far more than simple stands for clothing. While they might go unnoticed at first glance, they play a crucial role in how we perceive fashion, how we feel when shopping, and ultimately, how we connect with garments.
More than just a display: Mannequins as marketing tools
For brands, mannequins are more than decoration. Their design and presentation can be a decisive factor in attracting customers and encouraging purchases. According to a study by the (IJAEM), mannequins help create an emotional connection with buyers and reinforce the brand’s message.
Here are three key ways mannequins contribute:
- Encouraging purchases: Un display atractivo puede hacer que una prenda parezca más atractiva.
- Creating aspirations: Mannequins represent lifestyles that consumers aspire to achieve.
- Strengthening branding: Mannequins visually and instantly communicate a brand’s style and values.
Why do mannequins affect us so much?
The aforementioned study also highlights something fascinating: mannequins influence how we perceive ourselves. Have you ever seen an outfit on a mannequin and thought, “How would that look on me?” That feeling is no coincidence.
- Social comparison and self-Image
When we look at a mannequin in a store, we subconsciously compare ourselves to it. This process, known as social comparison, might lead us to question whether our appearance or style aligns with the fashion standards it represents.
- The positive impact: Mannequins showcasing diverse body types and styles can inspire consumers, helping them visualise how certain garments might look on bodies similar to theirs.
- The negative impact: Overly stylised mannequins with unrealistic body proportions can provoke dissatisfaction with one’s self-image, especially among younger individuals or those with existing insecurities about their bodies (we’ll explore this more below).
- Perception of fit
The way clothes fit on a mannequin significantly influences how we perceive their fit on our own bodies.
- Immediate visual effect: A well-dressed mannequin can make a garment look more attractive, better fitting, and higher quality. This visual perception drives us to imagine it fitting us just as well, prompting us to try or buy it.
- The dilemma: When the garment doesn’t meet these expectations on the consumer’s body, it can lead to disappointment, affecting both the shopping experience and product perception.
- Self-esteem and confidence
The study also emphasises how the presentation of garments on mannequins can directly impact a consumer’s self-esteem.
- Positive effect: Realistic and positive displays can boost customers’ confidence by projecting how they could look in their everyday lives. For instance, mannequins reflecting accessible and practical styles resonate better with the average consumer, fostering a healthier relationship with fashion.
- Negative effect: However, repeated exposure to unattainable standards can harm self-esteem, particularly if consumers feel they don’t match the proportions or style of the mannequin.
Materials matter more than you think
The material used for mannequins can also subtly influence the consumer experience. Traditionally, materials like plastic or fibreglass are common. While functional and durable, they often convey a cold and distant feel. In contrast, warmer, more natural materials like paperpaste tend to evoke a more positive emotional connection.
This choice is not just aesthetic; it shapes how we perceive the brand and its values. Mannequins made from sustainable materials not only reinforce a company’s environmental commitment but also contribute to a welcoming atmosphere that aligns with modern consumer expectations.
