British fitness brand Gymshark recently made headlines for its new London store mannequins, which are modeled after real Gymshark fans.
Gymshark's new London flagship is a stunning space complete with a fitness studio, a Joe and the Juice cafe, and an an-in-house community hub. But as impressive as the space is, it's the London store mannequins that are getting all the attention. That's because each and every mannequin inside the new store is modeled after the body and movements of a real member of Gymshark’s community. The mannequins were made using 3D printing, which helps to capture the realistic shape and size of each of the brand’s ambassadors' bodies. As Gymshark’s Chief Brand Officer, Noel Mack, explained in a statement, "Our mannequins are real people from our community or ambassador roster. Representation is everything but it’s not easy to do, so we kicked off a long process of casting, scanning, and finally 3D printing to ensure everyone can see themselves at Gymshark London."
Image Credit: Gymshark, <a rel='nofollow' href='https://www.adweek.com/brand-marketing/gymsharks-first-physical-store-is-a-cathedral-to-its-brand/'>adweek</a>, <a rel='nofollow' href='https://hypebae.com/2022/11/gymshark-london-flagship-location-mannequins-community-body-positivity'>hypebae</a>
Key Themes Behind This Trend
- Community-inspired Mannequins
- More companies can leverage user-generated content to influence product display and design.
- 3D Printing in Retail
- The rise of 3D printing presents an opportunity for retailers to create more personalized and customized products.
- Inclusivity in Advertising
- Brands can improve consumer trust and loyalty by representing diverse groups through their advertising and marketing strategies.
Where This Applies
- Retail
- Retailers can differentiate themselves by adopting innovative store display methods that engage consumers in new ways.
- Fitness and Activewear
- Other fitness and activewear brands can follow Gymshark's lead and prioritize community involvement as part of their marketing and branding strategies.
- 3D Printing Services
- The growing popularity of 3D printing in retail opens up opportunities for companies to offer 3D printing services to retailers and help them create unique and personalized products.
