DALLAS, May 2, 2002/ FW/ --- The American "department store" was birthed between 1860 and 1910. As the population of the big cities grew, so was the demand for dry goods.

Though the art of visual merchandising, i.e. showing the best quality produce on top was around since the open stalls in the markets since civilization began, the art of the store window was not part of the American psyche until the department stores existed.

Early on, visual merchandising was called "window trimming." During the 1920s, it was called "display," and the denizens of this new world called "Display Man."

The term is literal! Almost all window trimmers were men. The main reason was mannequins during that time weigh between 200 to 300 pounds.

Heavy, clumsy, and hard to maintain, the mannequins were both the pearl and the bane of a Display Man's job.

Most mannequins were made of wax, and as already mentioned, they melt!

"One pre-Prohibition window featured mannequins arranged as if at a small dinner party. The 'hostess' held a glass of wine in her hands, frozen in a toast. The window dresser was so pleased that he went home early that night."

"When he noticed a crowd gathered around his display the next morning, he was sure it was in admiration of his work. Proudly pushing his way through the assemblage, he was shocked to see that his hostess had softened shamefully under the heat of the lamps. She was slumped over the table, her mouth sagging, the spilled wineglass still clutched in her now limp hand.

The congenial atmosphere of the night before had become the 'morning after,' a wine-stained scene not likely to sell the store's apparel." (Source: Mannequins: Fantasy Figure of High Fashion, Smithsonian Magazine)

Some mannequins were made of papier-mâché. Once they get wet, they bloat and literally fall apart!

Even with all these problems, mannequins were often used by the Display Men. Visual Merchandising's love affair with the mannequin has began.