The Economics of Everyday Things: Episode 71 - Mannequins

Introduction

In Episode 71 of The Economics of Everyday Things, journalist Zachary Crockett delves into the seemingly mundane yet economically significant world of mannequins. Through insightful discussions with Stacy Bourne, Vice President of Sales, Marketing, and Creative at Fusion Specialties—the world's largest manufacturer of mannequins—and Judy Henderson, founder of Mannequin Madness, Crockett uncovers the intricate dynamics that make mannequins a cornerstone of the retail industry.

The Role of Mannequins in Retail

Mannequins play a pivotal role in retail environments, acting as silent but effective sales agents. Zachary Crockett opens the episode by highlighting their ubiquitous presence:

"A Stroll through any mall or shopping center in America and you'll find yourself surrounded by an army of plastic salespeople." [00:32]

Stacy Bourne adds to this by explaining their impact on consumer behavior:

"If people say to me, I was in that store and I didn't notice the mannequins, but you know what? Their clothes look so good, I ended up spending like way too much money on four different outfits." [01:36]

History and Evolution of Mannequins

Crockett traces the origins of mannequins back to 19th-century dress forms used by tailors in Paris and London. These early versions were rudimentary, lacking limbs and heads, and served primarily to display garments. As mass production of clothing surged in the early 20th century, mannequins evolved to become more lifelike with added features like glass eyes and wigs. By the 1960s, designers like Adol Rootstein were creating mannequins modeled after famous personalities, enhancing their realism and appeal.

Fusion Specialties: Innovation in Mannequin Manufacturing

In the mid-1980s, Fusion Specialties emerged as a leader in mannequin manufacturing by addressing the industry's need for innovation. Stacy Bourne explains how Fusion revolutionized the process:

"They said, how can we make this product so easy to use? That isn't going to cause a lot of breakage, isn't going to cause a lot of poorly set up mannequins." [05:45]

Traditional mannequins posed challenges, particularly with assembling arms via cumbersome keyhole fittings. Fusion introduced magnetic arms and single-piece constructions, simplifying setup and reducing breakage. This innovation allowed even untrained employees to create attractive displays efficiently.

Economic Impact: Costs and Customization

Mannequins are a significant investment for retailers, with Fusion Specialties producing approximately 25,000 full-form equivalent (FFE) mannequins annually:

"We probably make somewhere around 25,000 FFES, which is what we call a full form equivalent. A full mannequin." [07:31]

The cost of Fusion mannequins ranges from $450 to $1,300, reflecting factors like manufacturing complexity and customization levels. Custom mannequins are tailored to align with a brand's aesthetic and target demographic. For instance, luxury brands like Burberry and Louis Vuitton opt for high-end mannequins crafted from premium materials such as leather and wood, costing several thousand dollars each. In contrast, mainstream brands like The Gap and Nike require mannequins that are relatable and suitable for high-volume production.

Current Trends in Mannequin Design

The mannequin industry is adapting to evolving consumer expectations and market demands. There is a growing emphasis on inclusive sizing and diverse body types to better represent a wider customer base. Bourne notes:

"Inclusive sizing not only for women, but also for men." [13:11]

Additionally, the designs are becoming more dynamic and realistic to reflect specific sports or activities, enhancing authenticity in displays. For example, action sports brands require mannequins that accurately depict athletic poses to resonate with their audience.

Environmental Impact and Recycling

The environmental footprint of mannequin production and disposal is a growing concern. Traditional mannequins, often made from fiberglass, pose significant disposal challenges due to their non-biodegradable nature. Fusion Specialties addresses this by promoting recycling and partnering with programs that can repurpose or safely dispose of old mannequins:

"Depending on the material that you have, you can potentially recycle it... We send it to a program that literally takes these mannequins and incinerates them and creates energy for the power grid from them." [20:17]

This approach not only mitigates environmental impact but also aligns with retailers' sustainability goals.

The Second Life of Mannequins: Mannequin Madness

Judy Henderson's venture, Mannequin Madness, exemplifies the second life of mannequins. Frustrated by the waste generated from discarded mannequins, Henderson began collecting them from major retailers like Sears, Ralph Lauren, and Macy's. Over 25 years, she has amassed millions of mannequins, repurposing them for various creative and functional uses:

"Most of our used full size mannequins are in like the $100 range and under." [18:27]

Her clientele spans small to mid-sized retailers, museums, fashion designers, and hobbyists. She transforms mannequins into unique items such as planters, art installations, and even functional furniture, showcasing the versatility and enduring value of these displays.

Conclusion

Mannequins, often overlooked, are integral to the retail ecosystem. From their historical roots to modern innovations and sustainability efforts, they embody a blend of economics, creativity, and practicality. Through the lens of Fusion Specialties and Mannequin Madness, this episode illuminates the complex yet fascinating journey of mannequins in shaping consumer experiences and retail success.

Notable Quotes

• "A Stroll through any mall or shopping center in America and you'll find yourself surrounded by an army of plastic salespeople." — Zachary Crockett [00:32]
• "If people say to me, I was in that store and I didn't notice the mannequins, but you know what? Their clothes look so good, I ended up spending like way too much money on four different outfits." — Stacy Bourne [01:36]
• "Inclusive sizing not only for women, but also for men." — Stacy Bourne [13:11]
• "Depending on the material that you have, you can potentially recycle it... We send it to a program that literally takes these mannequins and incinerates them and creates energy for the power grid from them." — Stacy Bourne [20:17]
• "Most of our used full size mannequins are in like the $100 range and under." — Judy Henderson [18:27]

Final Thoughts

Mannequins may stand silently in store windows, but their influence on retail strategy and consumer behavior is profound. This episode of The Economics of Everyday Things not only highlights their economic significance but also underscores the innovative and sustainable strides being made in their production and lifecycle management.