The art of making mannequins matter

Time of India

13 hours ago

Indian retail is experiencing a revolution, and it's happening right under our noses - or rather, right in front of our faces in every shop window across the country. Forget the days when
mannequins
were merely well-dressed scarecrows gathering dust; today's plastic protagonists are cultural chameleons, silent salespeople, and the unsung heroes of retail theatre.
As the festive season unfolds like a colourful carpet across India, fashion brands are discovering that getting the mannequin memo right can transform window shoppers into wallet-openers faster than you can say "festival collection".
This sentiment resonates across boardrooms from Mumbai to Bengaluru, where savvy leaders are reimagining how seasonal displays can capture both hearts and purchasing power - no small feat when your audience ranges from discerning aunties to Instagram-obsessed Gen Z fashionistas.
The storytelling approach goes deeper for many brands. Manu Gupta, vice president & brand head, Jaypore, says, "Our
mannequin displays
are designed to narrate stories of Indian craftsmanship and cultural richness, tailored to the rhythm of the seasons."
That includes regional customisation. "We treat our visual storytelling as an extension of local festivities. For instance, during Onam, our southern stores featured banana tree props. Each space is thoughtfully styled to feel rooted in its region because celebration, like craft, is never one-size-fits-all."
This
hyper-local strategy
goes deeper than festival colours. Chetan Siyal, founding member & CMO, Snitch, notes how "Bengaluru responds more to minimal and experimental looks, whereas cities like Indore engage with bold, festive-forward expressions." It's rather like conducting a symphony orchestra where every city plays a different tune - somehow, it all needs to harmonise into a cohesive brand story that speaks to local sensibilities without losing national appeal.
The approach is deeply strategic. Puneet Sewra, CMO, TCNS, Aditya Birla Fashion & Retail, reveals the cultural choreography behind their displays: "If you visit our Kerala stores right now, most mannequins are dressed in white and gold for Onam. Come Durga Puja season, our eastern stores will showcase red and white." This hyper-local strategy extends beyond festivals - even Independence Day gets the mannequin treatment with patriotic tricolour styling, proving that plastic people can be surprisingly patriotic.
But not everyone's jumping on the localisation bandwagon. While Indian brands speak in regional dialects, international players prefer maintaining their accent, suggesting there's no one-size-fits-all approach to mannequin mastery. Debraj Sengupta, managing director marketing & sales, Victorinox India, takes a decidedly different tack: "We maintain a uniform global window display to ensure a seamless brand experience and reinforce the Swiss promise of quality."
The business impact is measurable and robust. Anant Tanted, founder & CEO, The Indian Garage Co., reports significant sales boosts during their Onam and Eid displays in Kerala stores. "We observed that few brands were celebrating these events with such elaborate visual merchandising," he notes, proving that sometimes competitive advantage comes from simply showing up with bells on - quite literally, during festivals.
Now, how is this silent styling translating to tangible business results? When asked, Deepak Aggarwal, managing director, Kazo, explains: "Seasonal mannequin styling acts in a silent manner, visually guiding customers and influencing purchase decisions," leading to higher basket values as "customers are more likely to buy full outfits or complementary pieces." It's
retail psychology
at its finest - the mannequin becomes the stylist you never knew you needed, silently suggesting combinations and inspiring complete looks rather than single-item purchases.
"Our mannequins don't just wear sarees—they tell stories," explains Sujata Biswas, co-founder, Suta, highlighting how effective narrative-driven displays have become central to
seasonal retail strategy
.
Technology is gradually entering this traditionally tactile space, bringing digital sophistication to analogue displays. Snitch integrates QR codes allowing customers to shop looks directly from mannequins to mobile carts. They're exploring NFC tags and motion-based displays too, creating more
interactive shopping experiences
.
The future reveals trends that promise to make retail spaces even more immersive. Sengupta anticipates "visual merchandising becoming more immersive, sustainable and culturally attuned," with "tech-integrated elements—digital screens, motion sensors, and dynamic lighting." Meanwhile, Manjula Tiwari, chief executive officer, Cover Story, envisions "immersive storytelling—dynamic window displays, interactive digital elements, and sensorial in-store zones."
The measurable impact extends beyond footfall into actual conversion metrics. Sewra observes that products displayed on mannequins consistently achieve higher sell-through rates - typically 15 to 20 per cent better than items displayed on hangers alone - particularly crucial for complex Indian wear where customers struggle to visualise the final look from hangers. After all, a lehenga on a hanger is just expensive fabric with potential; on a mannequin, it's a wedding guest's dream come true.
These silent salespeople are proving that sometimes, actions - or in this case, poses - speak louder than words. The mannequin revolution is here, and it's dressed to impress.