Why high-fashion brands are embracing custom mannequins

When you think of a mannequin, you might think of a tall, slim, bright white plastic or fibreglass shell in the shape of the male or female body. However, more and more high fashion brands are breaking away from this mould, and are embracing custom mannequins. In fact, according to global mannequin store, Gender Mannequins, properly displaying your clothing on a mannequin could boost sales of certain items by 20-40%. In this article, we are going to explore what custom mannequins are, and investigate why an increasing number of designer brands are moving away from the traditional styles.

What are custom mannequins?

Custom mannequins are figures that have been individually designed by the store that has purchased them in order to meet their specific requirements. These mannequins are often tailored to showcase the unique characteristics of a brand’s products. 

Unlike traditional, off-the-shelf mannequins that have generic body shapes and features, custom mannequins are made to accurately represent the brand’s aesthetic, style, and target audience.

These bespoke figures often feature distinctive characteristics such as unique body shapes, facial expressions, poses, and movements. The materials, finish, and branding elements of custom mannequins are carefully selected to integrate with the overall identity of the brand and the purpose of the mannequin.

These bespoke display figures are particularly popular in high-end fashion retail, where the emphasis is on creating a unique and immersive shopping experience. Custom mannequins allow brands to differentiate themselves in a competitive market by presenting their products in a way that aligns with their overall image and messaging.

Why are brands shifting towards custom mannequins?

So now that we know what custom mannequins are, the next question is why? Why are brands moving away from the standard shape and size of traditional mannequins? According to fashion expert, June Rowe, personalisation is the future of the industry. But why is the personalisation craze sweeping the nation? The answer is, for many reasons.

Tailored representation

Oftentimes, traditional mannequins don’t reflect a brand’s target audience. A company that specialises in plus-size clothing wouldn’t want to use a standard mannequin to showcase their clothing. And a sports brand would want to showcase their products on mannequins that reflect the movement that their customers will be making in the clothing, not in something that is static and lifeless. 

Custom mannequins allow brands to showcase their unique identity by presenting clothing on figures that reflect the specific body proportions, postures, and characteristics associated with the brand’s target customer.

Creative Flexibility

Custom mannequins provide brands with more flexibility in displaying products creatively. The ability to customise poses, facial expressions, and body movements allows for dynamic and engaging storytelling in-store and a better consumer connection. 

The realistic facial features and expressions on custom mannequins can create a more relatable shopping experience. This connection resonates with consumers, creating a stronger emotional attachment to the brand.

Dynamic Presentation

Fashion is dynamic, and custom mannequins offer the flexibility to adapt to evolving trends. Brands can easily update displays to align with the latest collections, ensuring a current and appealing presentation.

Standout Presence

In a crowded market, custom mannequins help brands stand out by offering a unique presence. This differentiation is especially important in sectors where brand image plays a significant role, such as high-end fashion.

Space and health and safety

There might be more practical reasons for the use of custom mannequins. For example, in smaller retail environments, standard, pre-existing mannequins may not fit within the available space. The bespoke nature of custom mannequins allows retailers to tailor dimensions, poses, and features to make the most out of the space, ensuring a suitable and safe store layout.

By adapting mannequins to the specific dimensions of the space, retailers can also strategically guide customers and highlight key products, boosting sales and pushing the narrative of the display. 

How Proportion London can help

At Proportion London, we have mannequins available to suit every size, budget and type of space you have. And if we don’t, we can make it! Our paper-mache forms instil creativity and flexibility for any display, event and exhibition. 

At our London factory, we have in-house sculptors and we are set up to manufacture custom mannequins for our clients. Whatever you desire, feel free to chat to us about it. If you can dream it, we can (almost certainly) build it.

Browse our collections for sale, explore our mannequins we have to hire, or contact our team to discuss your custom mannequin requirements.