Target is breaking away from the fashion industry’s mould of “skinny” being the ideal shape for Australian women, by introducing size 16 mannequins into stores.
With the dress size of the average Australian woman being a size 14, it’s perplexing that most retail stores still merchandise their garments on a standard size 8 mannequin. Targets introduction of “real sized” mannequins is set to battle this widespread issue, verifying the brands continual commitment to providing quality fashion to women of all shapes and sizes.
Stuart Machin, Managing Director at Target Australia, believes the introduction of size 16 mannequins will take Targets commitment a step further.
“By helping every-day women to accurately see what clothes will look like on themselves and on a body that they can identify with,” said Machin.
Celebrating embracing the real woman is certainly not something new to Target, having been catering for all sizes for some time from the Dannii Minogue Petite range to their Belle Curves collection that dresses women up to a size 26.
“The real-sized mannequins will take this commitment to diversity one step further, by helping every-day women to accurately see what clothes will look like on themselves and on a body that they can identify with,” said Machin.
Not only has this bold move put Target on the radar, but will hopefully set the precedent for other retail businesses to follow suit and include the real Australian woman in their market.
The size 16 mannequins launched on September 10 at Target’s Chadstone Store.
Words Ashlee McIvor