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Testing Fashion - New Methods, Old Medium


Mannequins R Us appears to be aimed at the fashion marketer. A recent website, is growing apace to provide a source of information that can be applied by shop owners and fashion-product promoters alike to heighten exposure and lift product sales.

Fashion is a big industry, and physical displays of clothes and the latest style have always been used as a major promotional strategy. But with the internet, new techniques and sources of information have become available, resulting in faster and more successful campaigns.

The articles on the site, while oriented to mannequins and fashion displays, reiterate fundamental, modern marketing principles that have been shown to get results in other niches, and demonstrate how these can be applied in the area of physical display and merchandising.

It will come as no surprise that there are a number of marketing stable datums to be found in the posts of the website. But what is interesting is that with modern technology, fashion and style concepts can be applied completely to the mannequins and displays, in a custom manner in surprisingly fast time.

While marketers have grown used to testing marketing principles effectively over cyberspace with extremely short turnarounds compared to traditional marketing, I expected that doing the same with custom physical displays would still take some months. Yet per posts I read at the website, it is quite possible to apply similar strategy regarding testing and refining a marketing message, to solid, physical displays, stated John Ronzel, Manager at United Displays.

These methods include split-testing, which has become a stable principle used to test copy and constantly improve Click-Through-Rate in Pay-Per-Click advertising. This can be duplicated in the real world with 2 simultaneous displays, measuring the results of each, and replacing the less successful display.

And of course market analysis, using online sources of demographic information such as Quantcast, and trending subjects from Digg are all just as effective when marketing fashion in the physical universe. But those interested can read more about some of the techniques at their website


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