Mannequins now have size 44
"Our customers do not all look the same, so we want to have differently shaped dolls."
The average Britin is 1.60 meters tall, weighs 70.2 kilos and wears size 44. When shopping in stores such as Topshop or Miss Selfridge but you encounter much slimmer figures: British mannequins are smaller with a 36 or 38 three to four sizes smaller than the Average customer. The department store chain Debenhams reacted to this and introduced new mannequins in size 44 at the beginning of November. From now on they will be used in all 170 shops - besides the usual dolls in size 38.
"We've been working on this project for three years, hoping it will help make women feel more comfortable in their bodies and, of course, that other traders join in," the Guardian newspaper quotes Debenhams boss Ed Watson. As early as 2010, the department store chain had been using dolls with more realistic proportions for two weeks on a trial basis.
Two months ago, Jo Swinson, Liberal Democrats Liberal Democrats and Equality Minister, called on department stores and fashion retailers to show greater diversity. "At the moment it seems like there is only one kind of beauty," said the politician. "Many customers are looking for more realistic images in magazines, on television, and in shopping malls, and mannequins of various sizes can do their part," she continued.
In the spring, the snapshot of a Swedish mannequin with average proportions inspired the Internet community and media worldwide. A young Swede had already published the picture on her blog in 2010, and two years later it gained fame via social media. The department store chain Åhléns, which uses the dolls in their shops, was surprised by so much attention: "We have the dolls in the shops for several years," said Therese Johnsson, spokeswoman for Åhléns, ChroniclesDuVasteMonde.com. "Our customers do not all look the same, so we wanted to have differently shaped mannequins."
In fact, it might be good for the business to showcase fashion on more realistic mannequins. According to a scientific study, our purchase intentions increase when clothing is presented to models that match our age, dress size, and provenance.
And what about in German shop windows? We asked: Karstadt mainly works with dolls in sizes 34 and 36. "In the shops, however, other forms can be found, such as in our large-size department," said a Karstadt spokeswoman. The standard figures at C & A have a 36 or 38. On the sales areas various shapes up to size 44 are used. At H & M, it is emphasized "to present fashion in all campaigns without promoting certain ideals". Most mannequins carry the size 36/38.
