Mannequins Are The Best Way to Improve Customer Spend

A recent study showed that mannequins are amongst the most effective tools for increasing customer spend in a retail environment. While there is no denying that other shop fittings also have a role to play – the importance of neat and tidy hanging space and well organised products is widely and correctly recognised – three dimensional displays have an outstanding ability to generate sales. A properly designed and outfitted shop space will make browsing and buying easier and more likely but letting the customer see clothing as it would appear outside the store is one of the greatest drivers of a desire to browse and purchase.

The reasons for the effectiveness of mannequin displays are many. One of the strongest factors is that an item of clothing never looks its best on a hanger. Shirts, suits, and dresses are designed to be worn by humans and it’s only when they are displayed on a human (or human-like) figure that they are most attractive. Colour and pattern may catch the eye on a hanger but cut and style only become apparent when a garment is worn by a real person or a shaped mannequin.

Often it’s cut and style that determine price (any clothing manufacturer can use attractive colours, while only the best really understand style and shaping) so showing these off is crucial. When a garment is just hung on a rail it can be hard to tell the difference between an £80 suit and an £800 suit. On mannequins the difference is immediately obvious. Therefore, the customer is more likely to understand that a more expensive product has far more to offer and be willing to pay more than they otherwise might for the same kind of item.

The other reason that a mannequin display beats other shop fittings is that a whole outfit can be effectively presented. This doesn’t just mean the space is used efficiently. It’s often not about a single garment but about the impact of the complete package. As any sharp dresser knows, it’s the details that make an outfit work. The right tie can take an average shirt and make it seem far more attractive, and the right hat can change a dress from casual to formal in an instant. Garments on mannequins often simply look better because the right accessories are in place.

Research has shown that a customer who sees a dress displayed with a feature belt or another accessory is more likely to buy not just the dress but also the additional products, further increasing the likely spend. The importance of selling add-on products shouldn’t be underestimated. They may cost less but in some cases the margins are better than those on large flagship items. One or two accessories can make a very valuable addition to a sale.

Of course, it is not simply a case of dressing a mannequin in the clothes that first come to hand. There is a world of difference between an average outfit and one put together with thought and skill. There is an art to dressing any display, but in the right hands, a simple mannequin can be an incredibly powerful sales tool.

Susanna Michael