The most elemental form of marketing for fashion apparel is the point of sale display. Fashion thrives on its ability to invoke an emotional response within the prospective consumer. It promotes an image, a mental picture the individual identifies with and aspires to.
Glossy magazines may lay the ground-work but it is at the point of sale display where the most important encounter takes place. Here the potential customer comes face to face with fashion apparel in a form that either promotes and assists in the sale process or impedes the sale through sheer neutrality.
The most proactive item of retail display equipment is the body form mannequin. Think of it as an auxiliary member of staff or in house model it can add flare and credibility and answer questions such as, how does this look? and how do I wear this?. By comparison all other displays are asleep on the job only able to passively organize and store stock.
So choose your mannequin or body form display with care – it just may turn out to be your employee of the month month after month!
