Mannequins help boost sales say retailers and brands

After lingerie-clad mannequins were banned by the Municipal Corporation of Mumbai recently, on the grounds that such a display could trigger crimes against women, the role of these lifeless figurines has become a topic of discussion

among experts. And most retailers, big brands and small unorganised players unanimously agree to the fact that mannequins play a huge role as sales person. But how’s that possible?

Boosting sales because of mannequins

They argue fashion, when displayed on these life-like figures, sells more and faster than otherwise. Though it may sound unbelievable, but a 30 percent rise in demand for mannequins in the recent past proves it all. And the numbers coming from brands like Allen Solly and Benetton further support their importance in a fashion retailer’s shop. For instance, while Allen Solly says that garments displayed on mannequins sell 43 percent faster, the number of mannequins in Benetton stores has doubled in about five years.

Mannequin makeovers

Not only has the demand for mannequins increased but also their look has undergone a drastic change. Indian shops and boutiques now have tall, chic and in shape mannequins in stead of the short ones. Untill recently, Indian retailers looked for mannequins that were more realistic, had body (read fat) and features of an average Indian, with wigs and simple poses, painted eyebrows, lips, and wigs but this trend has witnessed a drastic change, with the retailers demanding figurines with western bodies and abstract ovalshaped faces without features or even heads. And now the demand is also for standard sizes like 5 foot 10 inch height with 34-24-36 vital stats for a female dummy and 6 feet with 38-32-38 measurements for a male.

There are over 1,000 different kinds of mannequins varying in size, colours, pose, material and finish available in the market, compared to the standard 10-15 standard designs earlier. So while on one hand the rising demand for mannequins is being attributed to increase in sales, on the other Mumbai’s lingerie stores will have to suffer because of the weired rule passed by the muncipal body. They have to just hope and wait that power of these mute dolls as perfect sales people is relised by the authorities soon.