JACK RICHARD SMITH

The world of modelling is constantly changing in reaction to the way in which society evolves both culturally and digitally. A creative sector that has received speculation and negative attention throughout the course of it’s history, this study locates where the boundaries are in the industry, and where it is heading, after overcoming such. The credible research focuses upon primarily the industry’s reaction to digitalisation, the way in which it has reacted toward such factors as social media and the vastness of the internet and cyber space.

The study covers issues raised by consumers as well as business professionals regarding such things as body image, ethnicity and gender within the modelling industry. Contemporary Literature on the subject is used to affiliate the study and confirm findings from primary research. Research conducted has put forward the idea that the modelling industry is a primarily female-dominated sector, with consumers mirroring this statistic. This leads on to discussing how modelling and the industry surrounding the craft contributes to the construction of masculine and feminine body ideals and how this affects consumer behaviour.

Also discussed and focused on throughout the study is the industry’s connection to fashion, with regards to the way in which creative personnel and brand managers use models to target their consumers, primarily focusing on ‘Generation Z’. Raised issues include the way in which models affect purchase habits as well as lifestyle changes in regards to target market performance.