Why Plus Size Mannequins Matter
In the UK, the average woman is 5’3″, weighs 154 pounds, and wears a size 14. Across the US, the average woman is 5’4″, weighs 166 pounds, and also wears a size 14. Meanwhile, in Canada, the average woman is 5’3″, weighs 153 pounds, and wears a size 12. Yet from London to Toronto to San Francisco, the mannequins displayed in store windows are often much smaller than the average shopper, typically around a size 2 or 4. As a result, many people question why plus size mannequins, which more accurately reflect the average woman’s body size, are not more common.
The Rise of Plus Size Mannequins
Fortunately, plus size mannequins are becoming increasingly popular. In 2010, Debenhams’ flagship store on London’s Oxford Street—arguably the busiest retail street in Europe—introduced size 16 mannequins into its window displays. “We hope that it will help people in some small way to feel comfortable about their bodies and, crucially, that other retailers will follow,” explained Debenhams director Ed Watson. Retailers have indeed followed suit. Major brands including H&M, Abercrombie & Fitch, and Topshop now use plus size mannequins. More recently, Target joined the growing number of retailers embracing larger mannequin sizes.
Research Shows a Positive Impact on Sales
Do plus size mannequins deserve a place in your store? Researchers say the answer is a resounding yes. One reason is simple: they can help improve your bottom line. Studies consistently show that women respond favorably when retailers use models and mannequins that reflect their actual appearance, including body size. Research conducted by Dr. Ben Barry, an Ogilvy Foundation scholar at Cambridge Judge Business School, found that women’s purchasing intent increases when model and mannequin sizes closely match their own. Additional research from the University of Toronto found that women are three times more likely to purchase clothing when the models featured in advertisements are similar to their size.
Building Trust Through Representation
“Girls and women are skeptical of the thin ideal, digital manipulation, tokenism of diversity and stereotypical messages about age, race and gender,” Dr. Barry explained in his research report. Instead, consumers tend to trust advertising that depicts healthy body shapes, realistic signs of age and size, and authentic representations of diversity. The takeaway is clear: retailers that embrace realistic representation can strengthen customer trust while potentially increasing sales. If you’re looking for a simple way to better connect with shoppers, investing in plus size mannequins may be worth considering.
Visit Subastral Inc for a full range of Plus Size Mannequins.
Sources
http://insight.jbs.cam.ac.uk/2012/does-my-bottom-line-look-big-in-this-2/
