News • 20.11.2017

Perfect mannequins a turnoff for some consumers

That's the finding from a new UBC Sauder School of Business study

Mannequins in einer Reihe
Source: A.Dreher/pixelio.de

Mannequins' long legs, tiny waistlines and perfect busts can sour some shoppers on the products they're wearing, especially consumers who don't like the look of their own bodies.

The study found that consumers who report lower self-esteem are far more likely to have a negative reaction to clothing on a mannequin than those with higher self-esteem. The effect was the same for both men and women.

"When that mannequin is an example of perfection, it reminds people who are vulnerable that they don't measure up," said UBC Sauder professor and study co-author Darren Dahl. "The problem is the beauty ideal that mannequins represent. When people feel they don't meet that ideal, their view of the product dims as well."

For the study, participants were surveyed about their level of "appearance self-esteem." They then evaluated clothing such as bikinis and dresses on the mannequins.

Interestingly, when researchers knocked a mannequin's beauty down a notch by marking the face, removing the hair or removing the head entirely, consumers with negative views of their own bodies warmed to the apparel, likely because the figure no longer reflected society's high beauty standards.

When researchers boosted participants' body image through positive affirmations before seeing the mannequins, their negative perceptions of the products diminished. When mannequins modelled less appearance-related items, such as umbrellas, the effect disappeared.

Although mannequins are used across the retail industry worldwide, little was previously known about how they actually affect shopper behaviour. Given the global apparel industry is valued at $3 billion, the study could have profound implications for both consumers and retailers.

Dahl suggested retailers consider using half mannequins, which are less expensive and less threatening. "When consumers know what pushes their buttons, it's empowering," said Dahl. "It lets people see what the product looks like on a body, but it doesn't give them the full picture, which seems a little tougher for people to deal with."

Source: UBC Sauder School of Business

related articles:

popular articles:

Thumbnail-Photo: A new design for GebrauchtWarenHaus Westend in Munich...
30.11.2018   #shop building #shopfitting

A new design for GebrauchtWarenHaus Westend in Munich

Sustainable concept for a non-profit project of Weißer Rabe

Shopping with a clear conscience: This was the core concept of the new store for Weißer Rabe (English: white-necked crow, a nonprofit organization in Munich). When an additional 200 square meters of retail space freed up, the company was able ...

Thumbnail-Photo: Snipes Reopening in Cologne: Shopdesign goes Hip-Hop...
31.01.2019   #digital signage #shop building

Snipes Reopening in Cologne: Shopdesign goes Hip-Hop

At the end of last year, the Snipes Store on Hohe Strasse in Cologne was reopened.

We attended the pre-opening and were privileged to see the new design in the first customer's eyes. Have fun with the video report!Your iXtenso team ...

Thumbnail-Photo: What shop design can look like: Marktscheune in Berghaupten...
18.03.2019   #shop building #brick and mortar retail

What shop design can look like: Marktscheune in Berghaupten

Many wooden design elements, rustic flair, and the Farmer’s Café delight guests

Buy a piece of cake, have a cup of coffee and pick up some fresh vegetables and fruits to take home. Customers can run all of these errands at the Marktscheune (English: Market Barn). The so-called Naturpark-Bauernmarkt (English: Nature Park ...

Thumbnail-Photo: One, two, go: get a new shop window!
27.02.2019   #shop decoration #brand management

One, two, go: get a new shop window!

Magnetic films make it possible

Redecorating an entire shop window in 30 seconds? Yes, that's possible! At the Panorama in Berlin we saw exactly that at the booth of the Pioneer Trading Company. The principle is simple: magnetic films with all kinds of motifs can be ...

Thumbnail-Photo: Compartment Systeme POS TUNING
28.11.2018   #product presentation #POS Solutions

Compartment Systeme POS TUNING

For slim products such as drugstore ranges, confectionery and fresh products

POS TUNING has optimized its pushfeed program for use in retail. The new compartment systems by POS TUNING are available in three different sizes: C60 (6 cm height) for narrow products such as drugstore assortments, C90 (9 cm height) for sweets, ...

Thumbnail-Photo: Show your costumers instant digital content on mirrors...
07.02.2019   #digital signage #brick and mortar retail

Show your costumers instant digital content on mirrors

Mirror mirror on the wall, who's the smartest of them all?

In the interview Jukka Vänskä from Seloy Live is showing us, what customers can do with a digital mirror and why it could benefit retailers. His partner Alexander von Reuterhorn from Fineko Green Technologies ensures a bacteria-free ...

Thumbnail-Photo: What shop design can look like: The Schubert pharmacy in Pullach on the...
17.01.2019   #shop building #ceiling lighting

What shop design can look like: The Schubert pharmacy in Pullach on the Isar

Warm wood and limestone from the surrounding area greet customers after the renovation

If you enter the newly designed Schubert pharmacy, you will directly feel comfortable. After the modernization, the premises score with a holistic appearance that is both concise and modern, yet fits into the rural region with its traditions. ...

Thumbnail-Photo: ISE: big LED displays, digital mirrors and more!...
07.02.2019   #digital signage #decorative lighting

ISE: big LED displays, digital mirrors and more!

The trends of tomorrows audiovisuals and system integrations

iXtenso was at the ISE in Amsterdam and looked around for the latest trends in audiovisual media. We couldn't help but to take snapshots of some of the most beautiful implementations. ...

Thumbnail-Photo: What shop design can look like: Indistrieel - India meets Industrial...
12.12.2018   #shopfitting #shop equipment

What shop design can look like: Indistrieel - India meets Industrial

For unique furniture and accessories, a visit to the rustic Dutch store is worthwhile

Skilful mixing: What do you get when you mix Indian furniture with industrial look? "Indistrieel". The shop in the town of Middelburg in the Netherlands offers really exciting furniture, lamps, accessories and bags. ...

Thumbnail-Photo: What shop design can look like: Decorette Woonatelier De Lange Jan...
27.11.2018   #shopfitting #shop equipment

What shop design can look like: Decorette Woonatelier De Lange Jan

Shopping in the store for interior design in Middelburg, Zeeland province of the Netherlands

A small courtyard in Middelburg in the Netherlands, where three shops cuddle up together: the Decorette Woonatelier De Lange Jan, the Kinderkamer Duimelot (children's shop) and the Eetkamer Likkepot (gastronomy). Today you can take a look at the ...

Supplier

Pioneer Trading Company GmbH
Am Sohlweg 26
76297 Stutensee
POS TUNING Udo Voßhenrich GmbH & Co KG
POS TUNING Udo Voßhenrich GmbH & Co KG
Am Zubringer 8
32107 Bad Salzuflen