Driving past an upmarket marriage clothes store for men – Manyavar, I did a double take. I’ve seen mannequins in all kinds of shapes and poses, but this one had a slight paunch! It is obviously deliberate. The brand managers have seen that their customers are not sculpted gods and are out to make them comfortable. I can imagine prospectives grooms squirming when they don the same sherwani in the trial room and don’t end up looking as smart as the clotheshorse. It may be a dealbreaker.
This leads to an interesting question. Should the image in the store be about what people are or what they want to be? The mannequins in Reebok and Adidas stores don’t have an ounce of fat. It’s six packs all the way because the brands are built on fitness aspirations. Show people the body they want to be in and sell more sneakers.
However, when it comes to marriages, Manyavar has tracked its customers and seen that they are generous around the middle. Then the question is whether to project an aspiration or accept that their major customers are not going to make the extra affort to cut down on the fat. Then match the image to the expectations. I haven’t seen fat mannequins yet, but I suspect they are around the corner, given the way the next generation of Indians is shaping up.