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Retailers Are Jazzing Up Mannequins So That You'll Buy More

A twerking mannequin at Bergdorf's; Image via Instagram/<a href="http://instagram.com/rackedny">@rackedny</a>
A twerking mannequin at Bergdorf's; Image via Instagram/@rackedny

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A few years ago, you probably didn't look twice at a mannequin. The clothes it was wearing, perhaps—but not at the lifeless human statue itself. But in a push to get you to buy, buy, buy when you're in the store (and not online), retailers are revitalizing their displays, the Wall Street Journal reported.

"Some male mannequins at Bergdorf Goodman have tattoos," the paper wrote. "Another has two left hands, the better to grab shoppers' attention. Mannequins that arrived at Uniqlo in late March are completely see-through. Intermix's Madison Avenue flagship last week added figures that strike slouchy, casual poses."

Stores across the board, from Christian Dior to Target—who started using mannequins in their Minneapolis flagship for the first time—are trying new tactics with the plastic people, doing everything from adding customized facial features to reflect a store's makeup line to creating sprinting and jumping poses for athletic wear.

"Clothing today doesn't have much hanger appeal. You need a body inside to give it shape and show off the cut," said Kevin Arpino, the creative director of a mannequin design company in London. To appeal to a broader range of customers, they've recently started making mannequins in a size six—they're typically a four.

And, like everything else in the world, mannequins are also going high tech. The H&M in Times Square has models that wear goggles to display prices and other pertinent information.

Whether these new mannequin styles—some of which can cost up to $900 per body—will actually pay off for retailers, however, is still up in the air.
· Mannequins Make a Comeback [WSJ]
· There Are Kerry Washington Mannequins in the Saks Windows [Racked NY]
· Alexander Wang's Soho Mannequins Are Covered in Black Hair [Racked NY]
· Benneton's Pop-Up Shop Is Full of NSFW Mannequins [Racked NY]

Uniqlo - Soho

546 Broadway, New York, NY 10012 Visit Website

Bergdorf Goodman

754 5th Avenue, Manhattan, NY 10019 (212) 753-7300 Visit Website