Ralph Lauren was interviewed by Oprah recently at his ranch in the Rocky Mountains. It was the first interview he’s delivered there, letting the outside world see his family and private house. It was the most beautiful setting, stretching for 34 miles in each direction, with snow-capped mountains skirting the horizon. He had his homestead and a cowboy saloon; there were even 4 hand-painted Navaho teepees set up for visitors. And everything was perfect.
The attention to detail was perfect, and you notice this too with everything he’s created in his career. Attention to detail is what sets a professional apart from the crowd. Its noticed and highly valued by people. You’ll find that high-end boutiques and stores also pay a lot of attention to detail in their displays and presentation, and its something that can be demonstrated to increase income.
When you create a mannequin display, don’t just hastily clothe and arrange the mannequins. Take care of the details as well – accessories, lighting and positioning – the display will do a far better job of engaging the audience.
I was watching some marketing videos today, and as there often is, there was a lot said about market research and assessing the competition. Its something that applies just as much to physical mannequin displays, but is often overlooked. When you want to stand out from the other stores on a street or in a shopping area, what you need to do is be more interesting and apparent than the others.
It pays to walk around and look at how the competing stores are promoting. They don’t have to even be your direct competition – you just want to get an idea of what you need to do to out-do their promotion. Sometimes it doesn’t involve much work at all to create a mannequin display that’s far more interesting than what’s displayed in other shop fronts.
I was looking at what was being talked about in fashion blogs today, and it was really apparent that its female singers and actresses who constantly get the most attention. Rihanna, Jennifer Lopez, Lady Gaga, Emma Watson, Megan Fox, Madonna. Occasionally there’s a product, and occasionally a male is a trending topic, but gee, it’s nearly always female celebrities.
There was an online test done recently which found that Females were far more interesting to both men and women, and what I see when I look at Google alerts supports this. Its something to keep in mind when using mannequins and creating displays – females get far more notice.
The number of fashion shows worldwide continues to grow, which is a pretty good indicator of their success and the popularity of new clothing styles. Bermuda has just hosted a major show called Evolution and the write-ups in the Bermudian press describe it as a world-class event with about 190 models, and model scouts from the UK. The pictures I’ve seen definitely show this to be the case – a professional, aesthetic, fashion event for the country, and I love fashion shows for the way they lift up people’s spirits and inject some enthusiasm into communities, exactly the way this one has.
Fashion shows used to take place and indicate the change of season, but I’m now seeing them take place pretty continuously throughout the year. This is a good thing and something that can be taken advantage of in your own promotion and mannequin displays ( alongside the info on the shop mannequins page ).
College fashion is a definite niche, and while students might not be the most lucrative marketing public, there are a lot of them, and you’ll also find a large number of people who follow the college styles without actually being a student.
There’s a post at http://www.collegefashion.net that talks about college girls who are trying to move away from wearing denim shorts. It gives you an idea about the sort of needs that exist in that market, and also points out that you’d probably have little idea about what’s wanted by college girls unless you did a bit of research !