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Display Your Merchandise For Maximum Profit With Mannequins
Most business owners aren't aware that there are specific principles involved in the creation of effective and profitable mannequin displays, which can be easily learned and applied to any business or situation. This is true even if you have no background in display at all. I refer to the successful implementation of these principles as mannequin marketing
Although mannequin marketing is not an exact science—and I admit there’s no guaranteed formula for constructing a “successful” mannequin display every time—all effective displays do, indeed draw from a common set of characteristics that makes them more likely to succeed.
After having conducted exhaustive research in the fields of consumer psychology, visual merchandising, and mannequin display trends, as well as personally working with numerous retail store owners, I’ve distilled the most essential elements of successful displays down to five principles. These five principles can be easily remembered using the mnemonic device CLASS, which is an acronym for Connection, Liveliness, Attractiveness, Shock value, and Simplicity. (As a bonus, the word itself is also a reminder to always display your products with elegance and style).
Here’s a brief overview of the CLASS Checklist, which I cover in much greater depth in my ebook Mannequin Marketing (found at www.ClassyMannequins.com):
Principle #1: CONNECTION
How will you connect on a personal level with your customers through your mannequin displays? First, decide who your customer is. Determining exactly who you’re trying to appeal to will make it much easier to display the most appropriate types of mannequins and merchandise for your business. Make people feel like they belong in your store. Personalize your merchandise.
Principle #2: LIVELINESS
How will you bring your displays to life and make them more interesting? Take advantage of the fact that mannequins are the only type of display tools that are able to have a sense of personality. Give them names. Use props. Create storylines. Make them more like salespeople and less like shelving units.
Principle #3: ATTRACTIVENESS
How will you ensure that your mannequins help create a favorable first impression of your place of business on prospective customers? Make your displays easy on the eyes. The most beautiful, highest quality clothing and accessories in the world will look unattractive on a cheap or even slightly damaged mannequin. Mannequins are like salespeople; make them look nice. Create eye-catching displays using your most visually appealing and best-selling items.
Principle #4: SHOCK VALUE
How will you leave a lasting impression on your customers and get them to talk about your store, company, and products with others? Be unexpected. Be provocative. Think outside the display case. Take risks. Be controversial. Display odd clothing combinations that may not be liked, but will be remembered. Consider not using mannequins to display merchandise at all, but rather as publicity tools.
Principle #5: SIMPLICITY
How will you communicate your sales message clearly and quickly to your customers? Find your core message and translate it visually. Most of us process information more effectively if it is presented visually. Display mannequins in a way that conveys your sales message and converts passersby into shoppers and ultimately into buyers.
About the Author
Ruben Chavez is the author of Mannequin Marketing: How to Use Mannequins to Create Eye-catching Displays That Generate Profits as well as the Founder and President of ClassyMannequins.com, the premier provider of premium quality mannequins, mannequin head displays, mannequin torsos, female mannequins, and other fine mannequin displays.