If you’re like most emerging fashion designers casting for their next photo shoot, you’ve got Kate Moss dreams on a no-name budget. Until your label gets big enough to afford a recognizable supermodel to propel you to international rock-star status, you’ve got to work with inexpensive, undiscovered talent to be the face of your company.Unfortunately, this doesn’t necessarily mean hiring your friends or anyone that’s cheap or free just because they’re around. In the marketplace, your customers will make a decision about your brand in the blink of an eye; if they can’t identify with it, they’re gone. Think of your brand as a puzzle, all pieces designed to fit together to give your customers a complete picture of your brand and what to expect from it. Your models are just as much a part of this picture; their look and attitude should also help to create a certain image for you, just as much as your logo would. Therefore, you should choose them with careful consideration.
So how do you choose the right model to fit the big picture? Who does your target customer identify with? What kind of look tells your brand story best? How do you even know where to begin?
Start with your brand strategy. Your brand strategy should list your brand’s key attributes, describe your target customer, and should also have statements in place that define the value proposition, and the desired mood, look, and feel of your brand. For instance, your brand attributes will be a list of adjectives that describe your brand and product, which you can use to inform your model search.
Don’t have a list of brand attributes? Start off by brainstorming a big list, then narrow your list down to 6-8 words you feel best describe your brand. Different words will execute differently, so choose your final list carefully. Is your brand edgy or relaxed? Urban or country? Bohemian or conservative? Intellectual or whimsical? Global or local? Vampy or classy? I could go on and on. What words describe your brand, and what kind of model would play those parts?
Next, you’ll need to create a mood board or storyboard that illustrates your brand concept. A mood board is a collection of images shot in a certain style that captures the look and feel you would like to portray in the marketplace. Even better, think of your mood board as a story, and think of your models as the characters in that story. How do your characters look? How old are they? What kind of hair and makeup are they wearing? What are they thinking? What are they feeling? What are they doing?
Once you’ve finished your mood board, you would then cast your models accordingly, and hire the right photographer to shoot in the style you desire.
During casting, certain research may be useful if you need it. In a study conducted by Dr. Marianne LaFrance for Yale University, researchers concluded that women with closely cropped hair were seen as more confident and outgoing, while women with long straight hair were seen as being sexier and more affluent. Women with medium length, casual-looking hairstyles were seen as more intelligent and good-natured. Studies by others point to perceptions around a woman’s hair color. That said, I would also encourage you to use your brand to challenge people’s commonly-held assumptions. For instance, the all-American girl is not just a blonde, blue-eyed vision. Organic does not equal hippie. And there are many more clichés that are worth poking holes in. Extra credit: If you can use your brand as a vehicle for social change by encouraging diversity and acceptance for all walks of life, then go for it. Whatever you do, make sure it’s carefully calculated with an end goal in mind. Ultimately, you need to connect with the right customer, and that’s not an easy task.
Enjoy your new model-search strategy, and I look forward to seeing your brand’s fresh faces in the marketplace soon.
______________________________________________________________________________Giannina Granata Silverman is a branding expert focusing on consumer products in the fashion, health and beauty, food and entertainment markets. For brand image and marketing advice geared toward emerging fashion businesses, please check out her blog: http://fashionbrandingtips.wordpress.com/.
