In some cases, if one person does it, many will follow. This is true for Australian department store Myer. In an effort to have mannequins that their consumers can identify with, Myer has introduced size 18 and 20 models. These curvaceous mannequins will be in the plus size section only. The mannequins in the Misses department will remain 2 to 3 sizes below the Australian women’s average.
According to Judy Coomber, “The mannequins are designed to reflect the fashion stores … so the customer can see what takes their eye”.
For now women can expect to see models that they can relate to in their Highpoint in Maribyrnong location but if all goes well, more of their stores will follow this trend.
This concept was inspired by Debenhams, which announced recently it would start using size-16 models to better reflect the body shape of British women.
About Myer
Myer is Australia‘s largest chain of department stores, retailing a broad range of merchandise including women’s, men’s and children’s clothing, footwear and accessories; cosmetics and fragrance; homewares; electrical; furniture and bedding; toys; books and stationery; food and confectionery; and travel goods.
Womenswear is usually prominently featured within each store and will often be the largest department. Myer carries various mass market labels in womenswear, with a selection of designer clothing available only in city stores. Petite (short) and plus sized clothing is kept in separate areas to regular sized clothing. There are a large number of concession stores that sell women’s clothing.
Cosmetics, Fragrances & Personal Care has a higher expenditure on labour, as most counters require their own staff. Usually positioned at the main entrance to the store, most products are now on open-sell.
Fashion Accessories houses women’s handbags, scarves, hats, belts, purses/wallets, jewellery, hosiery, socks; women’s & men’s watches and sunglasses. In October 2007, Myer launched an online gift store, including electronic goods, perfumes and gift cards
Valery Amador, Daily Venus Diva -- Daily Venus Diva.
Join the Curvy Conversation