Examining the effect of mannequin display on consumers' attention in the fashion retailing industry by adopting eye-tracking technology

Purpose In today's highly saturated fashion retail environment, consumers are exposed to an increasing volume of merchandise and promotional stimuli. This study investigates the impact of fashion mannequins on consumers' visual attention in retail settings. Specifically, it examines how mannequin attributes – such as body shape and size, facial features, postural characteristics and lighting conditions – influence visual attention within window displays in the Chinese market. Design/methodology/approach This study examined the relationship between mannequin display characteristics in fashion stores and consumers' visual attention. Participants were screened to ensure alignment with the target segment. Fourteen window-display images featuring mannequins were selected and systematically manipulated across conditions, including head versus headless, half-body versus full-body and dynamic versus static postures. Eye-tracking technology was employed to measure fixation patterns and gaze duration across experimental conditions, enabling objective assessment of visual attention to different display stimuli. Findings The findings indicate that mannequin design and in-store atmospheric cues significantly influence consumer visual attention. Mannequins with heads attracted attention more quickly and generated longer gaze durations than headless forms. Thinner body types elicited greater attention than average figures, while realistic designs and dynamic poses outperformed abstract and static forms. Lighting further enhanced these effects: mannequins illuminated by spotlights and warm lighting received greater and more sustained visual attention. These results highlight the strategic role of mannequin styling and retail atmospherics in shaping consumer engagement in fashion retail settings. Practical implications For apparel retailers globally, the findings provide actionable, low-cost strategies to optimize in-store visual displays and convert casual browsing into sustained attention, a critical advantage in an era of rising operational costs and e-commerce competition. Originality/value This study proposes a comprehensive model elucidating how varying mannequin display characteristics influence consumers' visual attention and gaze duration. The findings extend visual merchandising literature by empirically validating the effects of specific mannequin attributes (e.g. head presence, posture realism) and lighting conditions on attention. Moreover, the results provide actionable, data-driven insights to support retailers in optimizing display strategies and enhancing consumer engagement.