Last weekend, I walked into a shopping mall, ready to window-shop my way through the day. The usual sleek, toned mannequins stood at storefronts, modeling the latest trends—until I turned a corner and stopped in my tracks. There they were—two mannequins with protruding bellies, proudly donning casual outfits. I had to take a second look. Was this a joke? A mistake? No, this was intentional. And it was genius.
This unexpected display wasn’t just about clothes; it was about representation, relatability, and marketing that speaks directly to the people. For years, the fashion industry has showcased unrealistic body ideals, making many shoppers feel like the clothes weren’t “made” for them. But here was a store embracing authenticity—acknowledging that bodies come in different shapes, and yes, style belongs to everyone.
This marketing strategy does more than turn heads; it creates an emotional connection with consumers. Think about it: When people see their body type represented, they feel seen. They’re more likely to stop, engage, and even make a purchase. It’s not just about selling clothes; it’s about making shoppers feel comfortable and confident in their own skin.
In today’s fast-changing market, brands that dare to be different and break societal norms are the ones winning. From body-positive campaigns to inclusive sizing, fashion is evolving, and customers are demanding realism over perfection. African entrepreneurs, creatives, and business owners can learn from this approach—marketing isn’t just about showcasing a product; it’s about telling a story that resonates with people.
This strategy ties into a bigger conversation: Does your business truly reflect your audience? Are you speaking their language, solving their problems, and making them feel included? Whether you’re selling fashion, tech, or services, the most powerful marketing tool isn’t always the flashiest ad—it’s authenticity.
So, if you’re an entrepreneur or business owner, take a cue from these mannequins. Make your brand relatable. Make your marketing human. Make your audience feel seen. That’s how you win in today’s market.
