Display & Design Ideas - February 2009 - (Page 28)

28 product spotlight mannequins Pretty in pink Wet Seal’s new mannequin installation embraces the heart of the brand By Alison Embrey Medina, Executive Editor W hen Foothill Ranch, Calif.-based The Wet Seal Inc. first began conversations with Buena Park, Calif.based CNL Manufacturing on the new mannequin line that would set the tone in its new concept store design, “attitude” was a word that was not remiss. First implemented in the Wet Seal store in Spectrum Center in Irvine, Calif., the bright, flirty and inherently pink mannequins that resulted from those conversations draw instant appeal inside. Previous Wet Seal stores had a somewhat sterile environment, with white walls, silver fixtures and white mannequins, says Matthew Arman, visual director, Wet Seal. The new prototype includes what Arman describes as “pop” colors—pink, teal, purple, etc.—as well as interesting wall graphics, balanced with black fixtures and white brick walls. “After elevating the interior of the store and storefront, the mannequins had to be just as exciting,” Arman exclaims. “A few pop colors were tested initially, but the pink mannequin was by far the winner; all types of clothing worked with the finish, and they really make a statement in the current mall environment.” Wet Seal’s target customer is a young, fashion-conscious woman ages 17-21, and the mannequin collection was aimed directly at this demographic. Part of the inspiration for the bold-colored egghead line may have come from the willingness to experiment, says Kurt Vordahl, visual director, CNL. “Since a lot of merchandisers have been moving away from realistics, a lot of new merchandisers who previously hadn’t dealt with mannequins were looking for abstracts,” Vordahl explains. To create the shiny pink hue, the fiberglass mannequins were sprayed with an automotive-like polyurethane finish for durability. The mannequins are fun, young and catch the eye of this demographic, while the pink coloring keeps the primary focus on fashion, Arman adds. A variety of five different poses—a combination of sitting and standing—was chosen to convey the sexy, hip image of the Wet Seal brand. “We try to make them address the viewer a little bit more with engaging poses and a warmer, approachable attitude, as opposed to something stiff and artificial,” Vordahl explains. A new fixture package within the prototype stores also allows mannequins to be presented throughout the store to Pink egghead mannequins outfit the new Wet Seal concept design. convey the must-have outfits, instead of only having a window presence, as in previous stores, Arman adds. “This type of presentation really gives you a good mix at point of sale to motivate and inspire the customer to make a purchase at retail,” says Kerry Barry, vice president of sales for CNL. By the end of 2008, more than 30 Wet Seal stores had been outfitted with the new pink mannequins, and all new and remodeled stores in 2009 will feature the line. “Visual merchandising is a top focus for the Wet Seal brand, especially window and mannequin presentations,” Arman explains. “Mannequins showing head-to-toe fashion in our windows are silent sales associates. Girls walking the mall will cross our lease line based on what is shown in our windows, so they must look great.” The e|motion collection from Patina-V represents a fluidity of movement in both male and female forms. www.patinav.com. The Gold & Platinum Collection (female is Gold and male is Platinum) is the newest collection of finely detailed and proportioned fiberglass mannequins distributed by Bernstein Display from Vision Mannequins of Italy. There are 10 female poses and five male poses in this collection. www.bernsteindisplay.com. Photo: Chrisjepson.com The latest line from Rootstein, the Chad White and Coco Rocha collection of mannequins replicate perfectly proportioned bodies of the internationally famous runway models. www.rootstein.com. February 2009 The SWEET Collection by Window Mannequin, exclusively from Goldsmith, consists of children with abstract heads, and is available in 12 positions, three ages—6 years, 8 years and 10 years—and in two finish options. www.goldsmith-inc.com. www.ddimagazine.com http://www.patinav.com http://www.bernsteindisplay.com http://www.goldsmith-inc.com http://www.Chrisjepson.com http://www.rootstein.com http://www.ddimagazine.com

Table of Contents for the Digital Edition of Display & Design Ideas - February 2009

Display & Design Ideas - February 2009
From the Editor
Contents
News Watch
Book Report
Editor's Choice
Cover Story: Channel Focus: Toy Retail
Zu + Elements
Zonik
Weathering the Storm: Part 1
Right Light
Product Spotlight
GlobalShop Preview
GlobalShop Products
Calendar
Advertisers
Classifieds
Think Tank

Display & Design Ideas - February 2009