Visual Merchandising and Store Design | VMSD.com

(September 2006) posted on Fri Sep 15, 2006

Custom colors and sculpted mannequins draw attention at StoreXpo

By Alicia Hanson

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Don't look now, but there's a renewed emphasis on mannequins. You'll see more unique colors, finishes and design elements in stores as retailers strive to make these silent sellers work for them. These trends, as well as a spike in requests for sculpted versions, were highlights in the mannequin showrooms and the tradeshow floor at VM+SD's StoreXpo in New York this past December.

Dwight Critchfield, creative director for Goldsmith LLC (Long Island City, N.Y.), says retailers are looking for an exclusive or personal touch for their mannequins. "I'm seeing far more interest in bold colors," he says. "High-end retailers are asking for strong colors – red, yellow, turquoise and bright blue – to create a signature piece."

Tracey Peters, national visual and merchandising manager for Holt Renfrew (Toronto), says a coat of paint is the quickest, easiest way to go when her team needs to change the look of a stylized mannequin quickly. "We often ask for new paint finishes," she says, "so the mannequins remain unique to us."

It's not just colors. Retailers are also asking for exclusive positions, according to David Terveen, president of DK Display (New York). "Though many companies are still asking for mannequins with straight arms, that are easy to dress," he says, "I am seeing a trend toward seated and reclining mannequins, with exaggerated poses."

Head Games

More and more of those bright and posed mannequins also have heads – and not just eggheads or heads from a catalog. "Our customers are starting to want multi-ethnicity to encompass all of their shoppers," says Stacie White, creative director for Fusion Specialties (Broomfield, Colo.), "something that's unique enough to become an identifiable brand icon."

Richard Rollison, executive vp at (New York), is also redirecting his company's efforts toward sculpted and abstract mannequins. "Mannequins with heads create more drama and presence for retailers," he says. "Branding has become so important to customers like Federated, Tommy Hilfiger and Liz Claiborne. They want mannequins that are designed to feel like their brands."

Sculpted Lines, Rising

The good news for the mannequin industry is that many retailers are beefing up the use of mannequins storewide. "We're focusing on the product, first and foremost," says Jonathan Lander, vp of visual merchandising for Foley's (the new Houston-based Federated acquisition), "and mannequins are the best way to accomplish that."