http://jezebel.com/5886999/plus+size-mannequins-in-demand-suggest-retailers-are-not-complete-idiots

Multiple store chains in the UK have decided to increase the size of their display mannequins in order to more accurately represent the average sized British woman. The choice to steer away from the norm of “size zero” model mannequins is a point of differentiation that these stores will have over their competition. If the average consumer is a size fourteen and happens to walk by Debenham’s display case that contains the larger mannequins, then comparatively the store will draw the shoppers attention; this differentiation could lead consumers into this store merely due to intrigue. Additionally, the average British woman will be able to identify better with the larger sized mannequin seeing as it closer resembles the size of that consumer. Allowing the consumer to affiliate with the mannequins can directly correlate with sales increase– seeing that ultimate goal for most shoppers is to increase their self-confidence through materialistic purchases. If consumers can better relate with the average sized mannequins, than they will likely feel better about themselves and be more inclined to purchase clothes from that specific store: ultimately, increasing that store’s profit. Debenham’s is taking full advantage of this, and are therefore benefiting by making their consumers feel more comfortable with themselves.