Abstract
Purpose – This paper discerns key fashion and beauty advertising strategies pertaining to model selection in order to best attract North American and Chinese women.Design/methodology/approach – Recommendations are based on survey and focus group research of over 3,500 Canadian, Chinese and American women between the ages of 14 and 65.Findings – Advertisers targeting North American women are advised to cast models who mirror the size, age and race traits of their target market. Conversely, advertisers targeting younger Chinese women are suggested to hire idealized Western models, whereas those targeting older women are advised to hire thin Chinese models. Exceptions and emerging trends are also discussed and subsequent management recommendations are made.Originality/value – This paper provides the first comprehensive managerial guidelines for model casting in fashion and beauty advertising that targets North American and Chinese women.
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