The high street is dying. Beloved institutions are closing or are under severe threat and thousands of jobs are at risk. This we know, thanks to dominant headlines over the past few months and the subsequent articles that have been published, questioning what the future of retail actually looks like. It's no surprise that global brands, therefore, are all being forced to question their methods and examine new and innovative ways to attract customers in-stores as well as online or via social media. That's perhaps a slightly cynical perspective of Nike's new mannequins, as seen in its London flagship store, but that's not to say it isn't a great idea – just one that's been a long time coming.
As part of Nike's new women's floor in its NikeTown shop on Oxford Street, there are now 'plus-size' and para-sport mannequins for the first time. In reality, the mannequins are probably just closer to the majority of women in the UK, given that the average dress size is 16. Nevertheless, it makes an overwhelming difference to see clothes displayed on mannequins that don't just represent a singular body type – that is to say, very slim and able-bodied.
As well as the mannequins, there are all sorts of opportunities to receive personal advice while shopping on the women's floor, as well as the ability to trial footwear and different pieces of kit. Sarah Hannah, Nike’s GM/VP for Women in EMEA said: “With the incredible momentum in women’s sport right now, the re-designed space is just another demonstration of Nike’s commitment to inspiring and serving the female athlete. This is more than a shopping experience, it’s a destination to celebrate sport just in time for an incredible summer of football, netball, athletics and more.”
It will be interesting to see the response to Nike's new mannequins, both from the customers themselves and from rival brands. The effect of seeing bodies that look more like you, wearing clothes you may potentially buy, is more significant than any of us perhaps realises. Having spent years being conditioned to think that we must fit a certain body ideal in order to be accepted, it's promising to think that Nike may have just ignited a domino effect to undermine that. Fingers crossed, anyway.