Location: Cottonwood Mall, Albuquerque, NM Photo by: Tom Massey

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Dillard's Floor Display

DALLAS, Aug 15, 1999/ FW/ --- Store floor displays sell more merchandise than a clothes rack. Because an outfit has been chosen among the many, customers tend to buy the whole outfit that is being displayed. In my experience, a well-dressed mannequin is the best sales person on the floor. They stay where they are, they are silent, and they don't mind being stared at. It is not unusual to change a mannequin on the store floor every two or three days because the merchandise she is wearing is the last one the store owns. Mixing a form and a realistic mannequin when done tastefully is not a bad idea either. In fact, in this floor display, the form stands on the table for height, while the realistic mannequin sits on the edge of the table standing on the floor. The outfits are not the same, just similar, coming from the same collection. That is the lesson here. Choose outfits coming from the same collection. Give your customers choices of ways to wear an outfit. Sometimes, they cannot choose which one looks best, and they buy two outfits!