Page 236 - DMGT552_VISUAL_MERCHANDISING

Unit 12: Visual Merchandising – Hands On

Our talented team of master craftsmen, sculptors, finishing artists, and quality controllers has Notes
ensured that our commitment to unparalleled realism in our finished product is consistently
maintained.
Every element of the finished product is carefully selected and executed with the goal of superior
realism. JMC outperforms current industry standards with advances in skin texturing and
pigmentation, utilising multiple layers of paint to achieve the appearance of human-like skin
and the use of prosthetic eyes, which further enhances the lifelike quality of our mannequins.

12.4.1 Alternatives to the Mannequins

In the world of fashion marketing, the mannequin is the obvious choice in terms of traditional
fashion presentation. Mannequins have been around for hundreds of years, dating back to the
late 1700s. It is only with the emergence of the department store window in the 1880s that the
mannequin cornered the market in fashion presentation. However, with a little bit of imagination,
planning and environmental awareness, creative alternatives to the traditional mannequin
have a definite future in fashion.
Live Models: An entertaining alternative to the traditional mannequin is the live model. Many
a great department store window has donned the live model, posing her in jaw-dropping
fashions for all to see, all but demanding the absolute attention of store shoppers. The live
model adds life to the clothing, telling a story and lending a definite edge to the store’s fashion
presentation—giving it a literal heartbeat.

Old-fashioned Clothesline: If you’re looking to create a story in your store window, design a
scene that takes place a few stories. Imagine, if you will, a clothesline that reaches from one
apartment window to another. Take some old-fashioned clothespins and hang your fashions
from the line just as they did in the days before washers and dryers were cool. Whether you are
displaying undergarments, tank tops, dresses, socks or slacks, this is an innovative way to
market fashionable laundry.
Go Green: If you’re environmentally responsible, the T-Easel is a green alternative to the
traditional mannequin. The T-Easel, made of reusable and recyclable corrugated paper.

Task Collect more information on T-Easel.

Multimedia: Get with the 21st century and dazzle your audience with some multimedia tricks of
the trade as opposed to the traditional mannequin. Consider using video props to entice shoppers
with your current trends. Fill your store window with television screens, each displaying its
own fashion. Whether you’re displaying summer dresses or fall sweaters, decorate the window
to match the fashions on display. Whatever multimedia tool you to use, whether it be video or
still photography, play it up big and make a statement.
Self Assessment

State whether the following statements are true or false:
9. A mannequin (also called a dummy, lay figure or Dress form) is an often articulated doll
used by artists, tailors, dressmakers, and others especially to display or fit clothing.

10. During the 1950s, mannequins were also used in nuclear tests to help illustrate the effects
of nuclear weapons on human beings.

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