How a million-dollar business started with a single mannequin | Featured News Story | Verizon

How a million-dollar business started with a single mannequin | Featured News Story | Verizon

  • 02.06.2025 22:42
  • verizon.com
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Judi Henderson accidentally started Mannequin Madness in 1999. Using AI and digital marketing, she grew it into a million-dollar business, keeping her mannequins out of landfills.

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Estimated market influence

Mannequin Madness

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Analyst rating: N/A

Grew from a single mannequin to a million-dollar business using digital tools and AI.

Verizon

Verizon

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Analyst rating: Buy

Provided resources and technology to help Mannequin Madness grow, including Digital Ready program.

Context

Business Insights and Market Implications

  • Founding of Mannequin Madness:

    • Started in 1999 as a "happy accident" when Judi Henderson purchased a mannequin for an art project.
    • Grew into a million-dollar business by leveraging digital tools and AI.

  • Unique Business Model:

    • Rentals for fashion students, luxury stores, events, and photo/video shoots.
    • Provides a sustainable alternative by recycling discarded mannequins.

  • Adaptation to Digital Tools:

    • Utilized Verizon Small Business Digital Ready program for free resources and training.
    • Embraced AI for website design, content creation, and marketing strategies.
    • Used social media platforms strategically to enhance business reach.

  • Operational Efficiency:

    • Equipped with Verizon Business devices, including mobile phones, tablets, and smartwatches.
    • AI integration reduced costs and improved creative output.

  • Market Trends:

    • Growing demand for mannequins in fashion, events, and art projects.
    • Niche market with potential for expansion into DIY crafting and art.

  • Strategic Considerations:

    • Leveraged free resources for small businesses to stay competitive.
    • Adapted to changing retail market dynamics by pivoting business focus.

  • Long-Term Effects:

    • Potential for scaling operations with AI and digital marketing.
    • Sustainability focus aligns with eco-friendly consumer trends.

  • Competitive Dynamics:

    • Unique service offering creates a competitive advantage.
    • Strategic use of technology sets Mannequin Madness apart from traditional competitors.

  • Regulatory and Industry Impact:

    • No direct regulatory impact mentioned, but sustainability practices may attract eco-conscious consumers.
    • Demonstrates the potential for small businesses to thrive with digital tools and innovation.

  • Key Takeaways:

    • Adaptability, leveraging digital tools, and identifying niche markets are critical for business growth.
    • Free resources like Verizon’s Digital Ready program can empower small businesses to compete effectively.