Human-like

Read about the very unique use of realistic mannequins and how they can support a brand image!

Hood by Air (Source: Vogue)

When I was younger, I remember going into a department store and fearing a mannequin. In my defense, it was very realistic looking (it had on a wig and its eyes followed you everywhere). Now that I am older, I can appreciate how unique a mannequin can be. Visual merchandisers must know how a mannequin can support a brand image, appeal to a target market, communicate trends, and support a theme or story. So, in some instances, a human-like mannequin is required.

A great example of a mannequin used effectively is shown in this Hood by Air display at Barney’s New York, in New York, during 2016. There are different types of mannequins: Realistic, Semi-realistic, Semi-abstract, Abstract, and Headless. Realistic type mannequins replicate human anatomy and facial features, like the ones in this display. Consumers can identify with this type of mannequin better. It also gives them a glimpse of how the garments would fit on them because of the human-like body. The mannequins in this display have a unique story. They were created from silicone casts of the actual models from the Hood by Air Men’s Spring 2016 fashion show. To make it even more strange, they made sure everything (hair follicles, tattoos, teeth, etc.) were identical to the models. So, not only are the clothes straight off the runway, so are these mannequins. This fits with Hood by Air’s abstract, futuristic brand image. Also, it catches the eye of their target consumers.

Takeaways

While you may not take the measures of Hood by Air to reach realism, you get the big picture. Mannequin types are essential to your brand image and target market. You can choose the type based on versatility, or diversity. Nobody knows the message that needs to be delivered better than you, the visual merchandiser. Use mannequins to help deliver a message consumer’s will never forget. Hood by Air’s message to bring the runway to a window display will never leave my memory.