Do Perfect Mannequins Really Sell More Clothes?
Do perfect mannequins sell more clothes? Not necessarily, according to a study conducted by researchers at the Sauder School of Business at the University of British Columbia (UBC) and the University of Alberta.
The researchers discovered that mannequins representing the widely idealized “perfect” body type — long legs, thin waists, and perky busts — actually made the clothing they displayed appear less attractive to shoppers. The effect became especially noticeable among shoppers with lower self-esteem.
The study, titled “Standards of Beauty: The Impact of Mannequins in the Retail Context”, appeared in the Journal of Consumer Research.
How Idealized Mannequins Influence Shoppers
Darren Dahl, a UBC marketing professor and co-author of the study, explained that highly idealized mannequins can negatively affect vulnerable shoppers.
When shoppers compare themselves to a “perfect” mannequin and feel they do not measure up, their perception of the product declines as well. Instead of focusing on the apparel, consumers focus on the unrealistic beauty standard.
The Bikini Experiment
In the study, Dahl and co-author Jennifer Argo, a marketing professor at the University of Alberta, first asked participants questions about body image and self-esteem.
Researchers then showed participants a bikini displayed on a mannequin. Participants with lower self-esteem rated the bikini less favorably than other shoppers.
However, opinions changed when researchers displayed the bikini on a hanger instead of a mannequin. Shoppers also reacted more positively when the mannequin appeared damaged or imperfect.
The effect mainly applied to apparel products. When mannequins displayed items unrelated to personal appearance, such as umbrellas, the negative response disappeared.
What This Means for Retail Stores
Dahl and Argo believe the findings could significantly impact the retail industry and how stores use mannequins.
Many consumers experience low self-esteem from time to time. Because of this, highly polished and unrealistic mannequins may create negative emotional reactions inside retail environments.
Retailers could potentially increase sales by moving away from “perfect mannequins.” Dahl suggested that stores consider using half mannequins instead. Half mannequins typically cost less and appear less intimidating to shoppers.
Retail Display Strategy Matters
Choosing the right mannequin style can influence how customers perceive both your merchandise and your store environment. More approachable retail displays may help shoppers feel comfortable, confident, and more connected to the products on display.
Quote source:
https://phys.org/news/2017-08-mannequins-turnoff-consumers.html
