The Power of the Mannequin

On a recent shopping trip I began contemplating the power of the shop mannequin.  I began this reflection after I found myself uttering the question ‘yes but where is the shirt that’s on the mannequin?’.  Now I like to consider myself pretty in control when it comes to shopping, I know what I like and I like to think I also know what suits me.  However this all changed when looking at a certain green tartan shirt in River Island lately.  Now as the photo below shows, this shirt looks pretty unremarkable hanging on the hanger...

Green Check Tartan Shirt - £26.99 - River Island

  But wait, this is where the magic of the mannequin comes in.  The particular mannequin in question stands directly at the front, as you enter the shop, arms outstretched.  The shirt is paired with a cute little vest and tucked into some denim shorts.  Suddenly images of camp fires and summer evenings are conjured up and you find yourself searching for your size on the rail.  Sometimes the clothes are laid out adjacent to the mannequin, otherwise you have to trawl around searching.  Luckily in this instance the shirts lay nearby.  I pick one up and on my way to the changing room I see a number of girls also clutching the same green shirt, all of whom, I’m convinced, are seduced by the lure of the mannequin.

To provide another example, we have Zara.  Zara has recently created an online shop.  I, for one, had been waiting for this moment for a long time, desperate to finally be able to have Zara delivered directly to my door.  However upon browsing online the night before and entering the shop itself the next day, I soon came to realise that I, in fact, do not just love Zara clothes but the atmosphere of the shop and most importantly the mannequins.  

Whilst it’s both fun and creative putting together different outfits, people are also in need of easily digestible fashion.  They want to be inspired, see what goes with what, and how different colours, materials and accessories can go together.  Mannequins don’t just have the power to entice you into a shop but aid your shopping experience once inside.  They provide a comfort, demonstrating how wearable the clothes truly are.  So whilst I love the internet for its convenience, I’m certain that nothing will ever be quite the same as a glorious walk around the shops.