John Lewis to use size 14 dummies in bid to sell to 'real women'
JOHN LEWIS IS furthering its fight against size zero by introducing the use of size 14 mannequins.
In a ground-breaking move, the department store will introduce the dummies in to one of its regional stores later this year and, if successful, they will be placed in stores across the country.
‘We will be introducing a small number of size 14 mannequins into our Peterborough store at the end of this month,’ spokesman Mark Forsyth told the Evening Standard.
‘We’re going to trial them to see how our customers respond to them and how they work in the visual landscape.’
The larger dummies are part of John Lewis’s ongoing drive to model their clothes on realistic body sizes.
In January, the chain broke high street convention by using size 12 South African model, Lauren Moller, to launch a selection of swimwear – but procuring her was no easy feat.
The store was told by a host of regular modelling agencies that they did not represent such ‘large’ models, and was referred to plus-size agencies.
‘We were astonished,’ Forsyth said. ‘Size 12 isn’t big. It’s still quite slim.’