Significant Points Job openings should be
plentiful for demonstrators and product promoters, but keen competition
is expected for modeling jobs.
Most jobs are part time or have variable work schedules, and many
jobs require frequent travel.
Formal training and education requirements are limited.
Nature of the Work Demonstrators, product promoters, and models
create public interest in buying products such as clothing, cosmetics,
food items, and housewares. The information they provide helps consumers
make educated choices among the wide variety of products and services
available.
Demonstrators and product promoters create public interest in buying
a product by demonstrating it to prospective customers and answering
their questions. They may sell the demonstrated merchandise, or gather
names of prospects to contact at a later date or to pass on to a sales
staff. Demonstrators promote sales of a product to consumers, while
product promoters try to induce retail stores to sell particular
products and market them effectively. Product demonstration is an
effective technique used by both to introduce new products or promote
sales of old products because it allows face-to-face interaction with
potential customers.
Demonstrators and product promoters build current and future sales of
both sophisticated and simple products, ranging from computer software
to mops. They attract an audience by offering samples, administering
contests, distributing prizes, and using direct-mail advertising. They
must greet and catch the attention of possible customers and quickly
identify those who are interested and qualified. They inform and educate
customers about the features of products and demonstrate their use with
apparent ease to inspire confidence in the product and its manufacturer.
They also distribute information, such as brochures and applications.
Some demonstrations are intended to generate immediate sales through
impulse buying, while others are considered an investment to generate
future sales and increase brand awareness.
Demonstrations and product promotions are conducted in retail and
grocery stores, shopping malls, trade shows, and outdoor fairs.
Locations are selected based on both the nature of the product and the
type of audience. Demonstrations at large events may require teams of
demonstrators to efficiently handle large crowds. Some demonstrators
promote products on videotape or on television programs, such as
“infomercials” or home shopping programs.
Demonstrators and product promoters may prepare the content of a
presentation and alter it to target a specific audience or to keep it
current. They may participate in the design of an exhibit or customize
exhibits for particular audiences. Results obtained by demonstrators and
product promoters are analyzed, and presentations are adjusted to make
them more effective. Demonstrators and product promoters also may be
involved in transporting, assembling, and disassembling materials used
in demonstrations.
A demonstrator’s presentation may include visuals, models, case
studies, testimonials, test results, and surveys. The equipment used for
a demonstration varies with the product being demonstrated. A food
product demonstration might require the use of cooking utensils, while a
software demonstration could require the use of a multimedia computer.
Demonstrators must be familiar with the product to be able to relate
detailed information to customers and to answer any questions that arise
before, during, or after a demonstration. Therefore, they may research
the product to be presented, the products of competitors, and the
interests and concerns of the target audience before conducting a
demonstration. Demonstrations of complex products can require practice.
Models pose for photos or as subjects for paintings or sculptures.
They display clothing, such as dresses, coats, underclothing, swimwear,
and suits, for a variety of audiences and in various types of media.
They model accessories, such as handbags, shoes, and jewelry, and
promote beauty products, including fragrances and cosmetics. The most
successful models, called supermodels, hold celebrity status and often
use their image to sell products such as books, calendars, and fitness
videos. In addition to modeling, they may appear in movies and
television shows.
Models’ clients use printed publications, live modeling, and
television to advertise and promote products and services. There are
different categories of modeling jobs within these media, and the nature
of a model’s work may vary with each. Most modeling jobs are for printed
publications, and models usually do a combination of editorial,
commercial, and catalog work. Editorial print modeling uses still
photographs of models for fashion magazine covers and to accompany
feature articles, but does not include modeling for advertisements.
Commercial print modeling includes work for advertisements in magazines
and newspapers, and for outdoor advertisements such as billboards.
Catalog models appear in department store and mail order catalogs.
During a photo shoot, a model poses to demonstrate the features of
clothing and products. Models make small changes in posture and facial
expression to capture the look desired by the client. As they shoot
film, photographers instruct models to pose in certain positions and to
interact with their physical surroundings. Models work closely with
photographers, hair and clothing stylists, makeup artists, and clients
to produce the desired look and to finish the photo shoot on schedule.
Stylists and makeup artists prepare the model for the photo shoot,
provide touchups, and change the look of models throughout the day. If
stylists are not provided, models must apply their own makeup and bring
their own clothing. Because the client spends time and money planning
for and preparing an advertising campaign, the client usually is present
to ensure that the work is satisfactory. The client also may offer
suggestions.
Editorial printwork generally pays less than other types of modeling,
but provides exposure for a model and can lead to commercial modeling
opportunities. Often, beginning fashion models work in foreign countries
where fashion magazines are more plentiful.
Live modeling is done in a variety of locations. Live models stand,
turn, and walk to demonstrate clothing to a variety of audiences. At
fashion shows and in showrooms, garment buyers are the primary audience.
Runway models display clothes that either are intended for direct sale
to consumers or are the artistic expressions of the designer. High
fashion, or haute couture, runway models confidently walk a narrow
runway before an audience of photographers, journalists, designers, and
garment buyers. Live modeling also is done in apparel marts, department
stores, and fitting rooms of clothing designers. In retail
establishments, models display clothing directly for shoppers and may be
required to describe the features and price of the clothing. Other
models pose for sketching artists, painters, and sculptors.
Models may compete with actors and actresses for work in television
and may even receive speaking parts. Television work includes
commercials, cable television programs, and even game shows. However,
competition for television work is intense because of the potential for
high earnings and extensive exposure.
Because advertisers need to target very specific segments of the
population, models may specialize in a certain area. Petite and
plus-size fashions are modeled by women whose dress size is smaller or
larger than that worn by the typical model. Models who are disabled may
be used to model fashions or products for disabled consumers. “Parts”
models have a body part, such as a hand or foot, that is particularly
well-suited to model products such as fingernail polish or shoes.
Almost all models work through agents. Agents provide a link between
models and clients. Clients pay models, while the agency receives a
portion of the model’s earnings for its services. Agents scout for new
faces, advise and train new models, and promote them to clients. A
typical modeling job lasts only 1 day, so modeling agencies differ from
other employment agencies in that they maintain an ongoing relationship
with the model. Agents find and nurture relationships with clients,
arrange auditions called “go-sees,” and book shoots if a model is hired.
They also provide bookkeeping and billing services to models and may
offer them financial planning services. Relatively short careers and
high incomes make financial planning an important issue for successful
models.
With the help of agents, models spend a considerable amount of time
promoting and developing themselves. Models assemble and maintain
portfolios, print composite cards, and travel to go-sees. A portfolio is
a collection of a model’s previous work that is carried to all go-sees
and bookings. A composite card, or comp card, contains the best
photographs from a model’s portfolio, along with his or her
measurements.
Models must gather information before a job. From an agent, they
learn the pay, date, time, and length of the shoot. Also, models need to
ask if hair, makeup, and clothing stylists will be provided. It is
helpful to know what product is being promoted and what image they
should project. Some models research the client and the product being
modeled to prepare for a shoot. Models use a document called a voucher
to record the rate of pay and the actual duration of the job. The
voucher is used for billing purposes after both the client and model
sign it. Once a job is completed, models must check in with their agency
and plan for the next appointment.
Working Conditions More than half of all demonstrators, product
promoters, and models work part time and almost one-third have variable
work schedules. Many positions last 6 months or less.
Demonstrators and product promoters may work long hours while
standing or walking, with little opportunity to rest. Some of them
travel frequently, and night and weekend work often is required. The
atmosphere of a crowded trade show or State fair is often hectic, and
demonstrators and product promoters may feel pressure to influence the
greatest number of consumers possible in a very limited amount of time.
However, many enjoy the opportunity to interact with a variety of
people.
The work of models is both glamorous and difficult, and they may work
under a variety of conditions. The coming season’s fashions may be
modeled in a comfortable, climate-controlled studio or in a cold, damp
outdoor location. Schedules can be demanding, and models must keep in
constant touch with an agent so that they do not miss an opportunity for
work. Being away from friends and family, and needing to focus on the
photographer’s instructions despite constant interruption for touchups,
clothing, and set changes can be stressful. Yet, successful models
interact with a variety of people and enjoy frequent travel. They may
meet potential clients at several go-sees in one day and often travel to
work in distant cities, foreign countries, and exotic locations.
Employment Demonstrators, product promoters, and models held about
179,000 jobs in 2002. Models alone held only about 4,600 jobs in 2002.
About 18 percent of all salaried jobs for demonstrators, product
promoters, and models were in retail trade, especially general
merchandise stores, and 11 percent were in administrative and support
services—which includes employment services. Other jobs were found in
advertising and related services.
Demonstrator and product promoter jobs may be found in communities
throughout the Nation, but modeling jobs are concentrated in New York,
Miami, and Los Angeles.
Training Formal training and education requirements are limited for
demonstrators, product promoters, and models. Training usually is
moderate term, lasting a month or more. Postsecondary education, while
helpful, usually is not required. Only about one-quarter have a
bachelor’s degree or higher.
Demonstrators and product promoters usually receive on-the-job
training. Training is primarily product oriented because a demonstrator
must be familiar with the product to demonstrate it properly. The length
of training varies with the complexity of the product. Experience with
the product or familiarity with similar products may be required for
demonstration of complex products, such as computers. During the
training process, demonstrators may be introduced to the manufacturer’s
corporate philosophy and preferred methods for dealing with customers.
Employers look for demonstrators and product promoters with good
communication skills and a pleasant appearance and personality.
Demonstrators and product promoters must be comfortable with public
speaking. They should be able to entertain an audience and use humor,
spontaneity, and personal interest in the product as promotional tools.
Foreign language skills are helpful.
While no formal training is required to begin a modeling career,
models should be photogenic and have a basic knowledge of hair styling,
makeup, and clothing. Some local governments require models under the
age of 18 to hold a work permit. An attractive physical appearance is
necessary to become a successful model. A model should have flawless
skin, healthy hair, and attractive facial features. Models must be
within certain ranges for height, weight, and dress or coat size in
order to meet the practical needs of fashion designers, photographers,
and advertisers. Requirements may change slightly from time to time as
our society’s perceptions about physical beauty change; however, most
fashion designers feel that their clothing looks its best on tall, thin
models. Although physical requirements may be relaxed for some types of
modeling jobs, opportunities are limited for those who do not meet these
basic requirements.
Because a model’s career depends on preservation of his or her
physical characteristics, models must control their diet, exercise
regularly, and get enough sleep in order to stay healthy. Haircuts,
pedicures, and manicures are necessary work-related expenses for models.
In addition to being attractive, models must be photogenic. The
ability to relate to the camera in order to capture the desired look on
film is essential, and agents test prospective models using snapshots or
professional photographs. For photographic and runway work, models must
be able to move gracefully and confidently. Training in acting, voice,
and dance is useful and allows a model to be considered for television
work. Foreign language skills are useful because successful models
travel frequently to foreign countries.
Because models must interact with a large number of people,
personality plays an important role in success. Models must be
professional, polite, and prompt; every contact could lead to future
employment. Organizational skills are necessary to manage personal
lives, financial matters, and busy work and travel schedules. Because
competition for jobs is stiff and clients’ needs are very specific,
patience and persistence are essential.
Modeling schools provide training in posing, walking, makeup
application, and other basic tasks, but attending such schools does not
necessarily lead to job opportunities. In fact, many agents prefer
beginning models with little or no previous experience and discourage
models from attending modeling schools and purchasing professional
photographs. A model’s selection of an agency is an important factor for
advancement in the occupation. The better the reputation and skill of
the agency, the more assignments a model is likely to get. Because
clients prefer to work with agents, it is very difficult for a model to
pursue a freelance career.
Agents continually scout for new faces, and many of the top models
are discovered in this way. Most agencies review snapshots or have “open
calls”, during which models are seen in person; this service usually is
provided free of charge. Some agencies sponsor modeling contests and
searches. Very few people who send in snapshots or attend open calls are
offered contracts.
Agencies advise models on how to dress, wear makeup, and conduct
themselves properly during go-sees and bookings. Because models’
advancement depends on their previous work, development of a good
portfolio is key to getting assignments. Models accumulate and display
current tear sheets—examples of a model’s editorial print work—and
photographs in the portfolio. The higher the quality and currency of the
photos in the portfolio, the more likely it is that the model will find
work.
Demonstrators and product promoters who perform well and show
leadership ability may advance to other marketing and sales occupations
or open their own businesses. Because modeling careers are relatively
short, most models eventually transfer to other occupations.
Other Qualifications Advancement Job Outlook Employment of
demonstrators, product promoters, and models is expected to grow about
as fast as the average for all occupations through 2012. Job growth
should be driven by increases in the number and size of trade shows and
greater use of these workers in department stores and various retail
shops for in-store promotions. Additional job openings will arise from
the need to replace demonstrators, product promoters, and models that
transfer to other occupations, retire, or stop working for other
reasons.
Job openings should be plentiful for demonstrators and product
promoters. Employers may have difficulty finding qualified demonstrators
who are willing to fill part-time, short-term positions. Product
demonstration is considered a very effective marketing tool. New jobs
should arise as firms devote a greater percentage of marketing budgets
to product demonstration.
On the other hand, modeling is considered a glamorous occupation,
with limited formal entry requirements. Consequently, those who wish to
pursue a modeling career can expect keen competition for jobs. The
modeling profession typically attracts many more jobseekers than there
are job openings available. Only models who closely meet the unique
requirements of the occupation will achieve regular employment. The
increasing diversification of the general population should boost demand
for models more representative of diverse racial and ethnic groups. Work
for male models also should increase as society becomes more receptive
to the marketing of men’s fashions. Because fashions change frequently,
demand for a model’s look may fluctuate. Most models experience periods
of unemployment.
Employment of demonstrators, product promoters, and models is
affected by downturns in the business cycle. Many firms tend to reduce
advertising budgets during recessions.
Earnings Demonstrators and product promoters had median hourly
earnings of $9.80 in 2002. The middle 50 percent earned between $7.99
and $13.83. The lowest 10 percent earned less than $7.04, and the
highest 10 percent earned more than $20.59. Median hourly earnings in
the industries that employed the largest numbers of demonstrators and
product promoters in 2002 were as follows:
Employment services $10.41
Other support services 8.60
Advertising and related services 8.27
Employers of demonstrators, product promoters, and models generally
pay for job-related travel expenses. Median hourly earnings of models
were $10.29 in 2002. The middle 50 percent earned between $8.01 and
$13.65. The lowest 10 percent earned less than $6.70, and the highest 10
percent earned more than $17.62. Earnings vary for different types of
modeling, and depend on the experience and reputation of the model.
Female models typically earn more than male models for similar work.
Hourly earnings can be relatively high, particularly for supermodels and
others in high demand, but models may not have work every day, and jobs
may last only a few hours. Models occasionally receive clothing or
clothing discounts instead of, or in addition to, regular earnings.
Almost all models work with agents, and pay 15 to 20 percent of their
earnings in return for an agent’s services. Models who do not find
immediate work may receive payments, called advances, from agents to
cover promotional and living expenses. Models must provide their own
health and retirement benefits.
Related Occupations Demonstrators, product promoters, and models
create public interest in buying clothing, products, and services.
Others who create interest in a product or service include actors,
producers, and directors; insurance sales agents; real estate brokers;
retail salespersons; sales representatives, wholesale and manufacturing;
and reservation and transportation ticket agents and travel clerks.
Sources of Additional Information For information about modeling schools
and agencies in your area, contact a local consumer affairs organization
such as the Better Business Bureau.