VMSD - April 2017 - 44

Above right Hudson's

Bay Co. (Toronto) captures
the rising trend of more
active and playful
mannequin poses in two
distinctly different ways in
an in-store men's activewear
campaign and a women's
apparel window.

44

april 2017

|

vmsd.com

DollArS AND CeNtS
Retail trends come and go, and perhaps one of the most
unfortunate in the industry is the recent trend toward
downsizing visual teams and budgets. While that doesn't
mean window or in-store displays are going away any
time soon, it does dictate that retailers be wiser about
where their money is spent. Mannequins, more than
ever, have to be versatile enough for extended use.
"Because of the economy, many brands have gotten rid of the whole visual department, so that's why
- if they want to do something [with their visual merchandising] - they have to find a mannequin that's
easy to maintain, meaning not realistic ones with
full hair and makeup," says New York-based Polar

Buranasatit, visual presentations specialist and retail
consultant. Abstract mannequins can get the most
use without as much upkeep, he says, but that doesn't
mean they can't have a custom look. Trendy accents,
such as stick-on eyes, lips and makeup (including
lipstick and lashes), or dramatic wigs can easily be
added at the store level to create a variety of looks on a
shoestring budget.
"Let's face it: Mannequins are a capital [expenditure], this is not an expense that retailers can just idly
buy here and there - they're an investment," says Ana
Fernandes, creative national director, Hudson's Bay
Co. (Toronto). To have a versatile collection without
sacrificing bold new designs, she recommends hav-

Ja me s Doi r on , T or on To

Pav e l D e n i s e n k o , n e w Y o r k

Above left This
realistic "jet set"-styled
mannequin draws attention
to a non-apparel window
display, designed by Polar
Buranasatit, at Harney
& Sons (New York) tea
shop, in its "Desteanation"
campaign.


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Table of Contents for the Digital Edition of VMSD - April 2017

VMSD - April 2017
Contents
From the Editor
VMSD Editorial Advisory Board
The Goods
Next Store
Design Dynamos
A Little Goes a Long Way
Eat, Pray, Slay
Strike a Pose
Showroom
Ad Index
Checking Out
VMSD - April 2017 - Intro
VMSD - April 2017 - BB1
VMSD - April 2017 - BB2
VMSD - April 2017 - VMSD - April 2017
VMSD - April 2017 - Cover2
VMSD - April 2017 - 1
VMSD - April 2017 - Contents
VMSD - April 2017 - 3
VMSD - April 2017 - From the Editor
VMSD - April 2017 - 5
VMSD - April 2017 - VMSD Editorial Advisory Board
VMSD - April 2017 - 7
VMSD - April 2017 - 8
VMSD - April 2017 - The Goods
VMSD - April 2017 - 10
VMSD - April 2017 - 11
VMSD - April 2017 - 12
VMSD - April 2017 - 13
VMSD - April 2017 - 14
VMSD - April 2017 - 15
VMSD - April 2017 - Next Store
VMSD - April 2017 - 17
VMSD - April 2017 - 18
VMSD - April 2017 - 19
VMSD - April 2017 - Design Dynamos
VMSD - April 2017 - 21
VMSD - April 2017 - 22
VMSD - April 2017 - 23
VMSD - April 2017 - 24
VMSD - April 2017 - 25
VMSD - April 2017 - 26
VMSD - April 2017 - 27
VMSD - April 2017 - 28
VMSD - April 2017 - 29
VMSD - April 2017 - 30
VMSD - April 2017 - 31
VMSD - April 2017 - A Little Goes a Long Way
VMSD - April 2017 - 33
VMSD - April 2017 - 34
VMSD - April 2017 - 35
VMSD - April 2017 - Eat, Pray, Slay
VMSD - April 2017 - 37
VMSD - April 2017 - 38
VMSD - April 2017 - 39
VMSD - April 2017 - 40
VMSD - April 2017 - 41
VMSD - April 2017 - Strike a Pose
VMSD - April 2017 - 43
VMSD - April 2017 - 44
VMSD - April 2017 - 45
VMSD - April 2017 - 46
VMSD - April 2017 - 47
VMSD - April 2017 - Showroom
VMSD - April 2017 - 49
VMSD - April 2017 - 50
VMSD - April 2017 - Ad Index
VMSD - April 2017 - 52
VMSD - April 2017 - 53
VMSD - April 2017 - 54
VMSD - April 2017 - 55
VMSD - April 2017 - Checking Out
VMSD - April 2017 - Cover3
VMSD - April 2017 - Cover4
VMSD - April 2017 - DCover1
VMSD - April 2017 - DCover2
VMSD - April 2017 - D1
VMSD - April 2017 - D2
VMSD - April 2017 - D3
VMSD - April 2017 - D4
VMSD - April 2017 - D5
VMSD - April 2017 - D6
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