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Visuals Remain Essential To Success

WWD December 2008

Visuals Remain Essential To SucsessVisuals Remain Essential To Sucsess

Visuals remain essential to success

Ralph Pucci, from Ralph Pucci Mannequins told WGSN that now more than ever it was important for retailers to concentrate on display.

'It is important to reach out and do something current, modern and intelligent with retailers in terms of display. We all need to raise the bar and look at visual merchandising, not just as a shop display, but in the larger context of store and brand image and the current economic situation as a whole.

'Visuals are going to get more important by the day as stores compete for customers, we're all going to have to give more bang for a buck,' he said.

For Pucci Mannequins, the extra bang comes from a link between fashion, dance and art; many guests watched The Journey, a dance performance by the Buglisi Dance Theatre in the showroom on the Thursday evening, which brought all three together.

Dance and movement are increasingly influential in mannequin design, and there's more choice in sassy young mannequins with great attitude and poise.

As usual, the stunning interior of the Ralph Pucci showroom provided a dramatic back drop for the new range of Girl mannequins, a younger mannequin with youthful attitude and a cute vibe.

Ralph Pucci told WGSN: 'She's young, sassy, cool and modern with a demure but still sexy look.' She comes with sculpted hair that has a strong 1920s feel, or completely abstract.

Pucci set his showroom out in stark white, with high-gloss white mannequins wearing clothes designed by US under-the-radar-star Frank Tell. The male mannequins, launched last year, were treated with a metallic finish in bronze and copper to complement the metallic fabric on the clothes. 

The highlight of the Pucci show was an evening performance by the Buglisi Dance Theatre, who performed a magical site-specific dance, The Journey, through the mannequins and sculptural shapes. Pucci told us it was 'a surreal synthesis, where dance, mannequins, fashion and art collide.'


Text by Amanda Carr