Mannequin Power

They are considered the supermodels of visual merchandising — “as close to fashion as our little industry gets,” is how one insider puts it. And just as an amalgam of looks strut the catwalk, display creators will continue to have a wide choice of mannequin and form options to feature their wares. And it appears this last year of the 20th Century will continue the trend of the mannequin resurgence.

Designers have noticed a homogenization of offerings from store to store, and firmly believe an increased emphasis on merchandising (mannequins, forms and other unique display items) is needed to give retailers a distinct visual identity.

“Stores carry a lot of duplicate merchandise,” says Joel McChristy, a sales executive with Vogue International, Whittier, Calif. “You need something different to bring them in.”

Thomas Lopez, vice president of marketing and sales for Bernstein Display, Astoria, N.Y., started in this industry in the mid 1980s while mannequins were popular. As the decades changed, mannequins took a hiatus. Economics were a factor, he says, but mostly the hibernation was part of the natural selection of design. In fashion terms, mannequins were tired. “It was time for them to be gone,” Lopez states. Mannequins were replaced by the cloth-covered form — a good, reliable display option that doesn't grandstand the merchandise. “But they're not as dramatic as mannequins and they don't draw you in.” A couple of years ago, Lopez recalls mannequins hit the comeback trail and designers and manufacturers report that demand is still growing.

Ironically, the selections are broadening for a supposedly shrinking field of hands-on professionals who maintain a store's identity: the visual display manager. As malls replace windows, narrowing the role of the traditional window dresser, experts say most buyers are staying with abstract models that are easy to dress and require minimal fuss and maintenance.

Case in point is “Synchronicity,” Patina-V's newest line of full-bodied mannequins and base forms. The mannequins are available in two positions, and have optional foot poses and arm attachments. Also, the hard form can include hair and shoes — two less decisions to occupy the visual display manager's time.

“They don't have to select shoes or mess with wigs. These mannequins are easy to dress and customer friendly,” says Ned Clark, a sales representative with Patina-V, City of Industry, Calif.