Utilization of Mannequins in Clothing Merchandizing by Retailers in Anambra State

Abstract

The study investigated the utilization of mannequins in merchandizing ready-to-wear garments by retailers in Anambra State. Specifically, it determined the availability of mannequins in ready-to-wear garment shops in Anambra State, ways mannequins influence sales of ready–to-wear retail shops in Anambra State, functions of mannequins in merchandizing of ready-to-wear apparels in retail shops. Survey research design was adopted. Population was 820 ready-to-wear garment retailers in the area. Sample size was 110. Questionnaire was used for data collection. Data were analysed using percentage and mean. Findings revealed that flexible mannequin, wooden mannequins were averagely available. Findings reveal availability assorted types of 29 mannequins. They are grouped base-on their style; audience of focus; feature; colour; prose; materials; size and functionality. Availability frequency/percentage (F%) range from F(%) 88(19.7%) to 239(53.6%). Other findings are 18 ways mannequins influence sales of ready- to-wear garments. These include among others, help to draw customers to the ready-t-wear garment shops in order to make a purchase ( = 3.87), help to tell what products have arrived and in which store ( = 3.85), create a particular atmosphere or give a certain fell ( = 3.81). Further findings are 29 functions of mannequins in the shops. These include, among others, showcase merchandise ( = 3.04), help retailers to make good choice ( = 3.09), and increase the sales of clothing in retail shops ( = 3.07). Four recommendations were made for improving the mannequins clothing merchandizing. Based on the findings of the study, four recommendations were made. These including among others, workshop aqnd seminars should be organized by ready-to-wear garment association on effective utilization of mannequins for advertising ready-to-wear garments to their customers.