Pick Me, Pick Me! an Extension of Theory Regarding Human Branding Through Investigation of Editorial Fashion Models

Marie-Agnes Parmentier, York University, Canada
Eileen Fischer, York University, Canada
Rebecca Reuber, University of Toronto, Canada
This study investigates the characteristics of, and the strategies for building, human brands among editorial fashion models. We undertake this industry-specific investigation to build on existing branding knowledge and illuminate both unique and common aspects of building human brands. Situated within an institutional theory perspective, and drawing on interviews and archival data, this paper identifies two distinct types of human brands in the modeling context: “chameleon conformist” versus “archetypecast.” The analysis suggests that characteristics of institutional fields may influence not only what constitutes a viable human brand positioning, but also tactics conducive to creating brands.
[ to cite ]:
Marie-Agnes Parmentier, Eileen Fischer, and Rebecca Reuber (2008) ,"Pick Me, Pick Me! an Extension of Theory Regarding Human Branding Through Investigation of Editorial Fashion Models", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 833-833.