Debenhams Launches Size 16 Mannequins
Released
on: February 19, 2010, 3:06 am
Author:
Debenhams
Industry: Retail
Debenhams has announced that size 16 mannequins will appear in
its windows in a trial to gain feedback from customers to see if they
like the idea.
Like most retailers Debenhams currently uses standard size 10 mannequins in all its
window displays. However the majority of women in the UK are either a 14 or 16.
Signage next to the mannequins, which will be wearing the recently launched Principles by Ben de Lisi range, will ask customers 'I'm a size 16, do you want to see more
of me?'
Debenhams stocks up to size 26 in its womenswear department, and a huge 42% of sales
come from size 14 and 16 garments.
Debenhams Head of Creative, Mark Stevens commented: "We are proud to offer a broad
and varied choice for women of all ages, shapes and sizes in store. So we thought we
should reflect this in our window displays. If it's popular with customers we
would love to roll it out."
Susan Ringwood, Chief Executive of charity Beat, which lends help to people with
eating disorders and their families, voiced her support for Debenhams' trial. She
said: "Women often feel it is their fault that clothes don't look as good on them
as they do in the shop window, so we congratulate Debenhams on taking this
initiative."
Mark Fast caused waves when he sent size 12 and 14 models down his catwalk last
London Fashion Week, and gorgeous size 16 model Crystal Ren has had a huge impact on
the fashion industry recently.
The window, which celebrates a realistic interpretation of the British female
physique, was unveiled at Debenhams' Oxford Street branch in February. The size 16
mannequins can be seen in the newly launched Principles by Ben De Lisi window as well. The initiative
will be later rolled out across the country, again to get feedback from customers.
ENDS
About Debenhams:
Debenhams is a leading department stores group, and has a strong presence in key
product categories including women’s wear and dresses, men's wear, home wares, health and
beauty, accessories, lingerie
and children’s wear.
Debenhams has 139 stores including seven Desire by Debenhams stores, across the UK
and Ireland with approximately 10.1 million square feet of trading space and
employing around 21,500 employees.
PR Contact:
Michelle Dowdall
Debenhams Press Office
33 Wigmore Street
London
W1U 1QX
0207 529 0236
www.debenhams.com
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