The dictionary of model agencies is provided by the model agency INSTYLE MODELS.
For the encyclopedia of modeling agencies we have used the following sources, among others:
» Excerpts from Wikipedia
» Excerpts from barthelmess.de
Any unauthorized further use, even in modified form, will be reported.
The model agency receives a set commission. As a rule, this shall be comprised of an intermediation commission and a management fee. The agency commission is standardised nationwide at 25%. As a rule, a model receives his/her fee immediately after receiving remittance advice from the client. There will be a 25% deduction from the model’s fee for the agency commission. However, when a model receives his/her fee before the client has paid, the agency commission gets a 30% charge which means a 5% additional charge for the pre - financing. In some cases, it is possible for the agency to set a lower service fee, however only subject to certain booking conditions. They will usually be recorded in a “framework agreement” with particular clients, which the model agency will use to ensure a certain fixed contractual volume of bookings. In this way, both parties – the clients and the model agency – receive a certain sense of security and this contributes to a trustworthy co-operation. Should the client not reach the pre-arranged volume of bookings in the long term, the contract will cease to be valid and the model agency will be released from its contractual obligation to offer lower special rates to the client.
Catalogues are usually produced by mail order houses in order to showcase the latest trends and deals. Catalogue shoots are well paid because they are published nationally and internationally - depending on the reputation of the brand. The professionalism of a model is crucial for a good presentation of the collection, because the consumer must feel connected with the fashion
The term “professional model” refers to those who have been in the field for more than half a year. Professional models already have many publications and shoots behind them. They have a good and informative model book and an excellent comp card. They know exactly how to present themselves, through knowing all the poses as well as what the clients want. The wage of a professional is therefore considerably higher than that of a New Face.
Unter Best Ager versteht das Marketing Konsumenten mit einem Lebensalter ab 50 Jahren. Beachtet man, dass bei über 40% der Bevölkerung in Deutschland das Alter über 49 liegt, ist naheliegend, dass man gerade in der Werbung auch auf immer ältere Models zurückgreift um einen höheren Identifikationswert zu schaffen. Die Best Ager gelten als kaufkräftig, konsumfreudig, qualitätsbewusst und bergen wichtiges Verkaufspotenzial. Mit Interessen, die weit über die entsprechenden Klischeevorstellungen wie Gesundheitsartikel oder klassische Literatur hinausgehen, treten die Best Ager und somit die Bestager Models in das Blickfeld der Verkaufsstrategen. Ihr Kaufverhalten wird inzwischen von vielen Studien untersucht mit teilweise überraschenden Ergebnissen. Best-Ager-Models besitzen meist ein sehr gutes Modelbook, da sie entweder einige Jahre an Erfahrung vorweisen können, oder durch die Art der Buchungen (häufig Werbung für Produkte) meist innerhalb kürzester Zeit schöne Veröffentlichungen ihrer Buchungen haben, die sie gut in ihrem Buch und auf den Sedcarten verwenden können.
Key account is a term for a client, who establishes a significant volume of sales through the number of bookings/assignments (monthly/quarterly/yearly), and therefore plays a crucial role for the company. Essentially, key-account management means taking care of key clients, which can also be described as A-clients, as they play a key role within the company. The features of this assistance are: a customer-focused approach, sophisticated workmanship style and a specialised organisational structure. To establish key account customers and to maintain the long-term development of the business relationship is an important element for a modelling agency, which the growth of the international market confirms.
The word rehearsal means the trial of a fashion show. A rehearsal is the collective practice of the choreography. In addition to the models and reserve dancers, the other parties also rehearse such as the DJ and the technical department. The aim of these rehearsals is to stage the collection perfectly. The rehearsal should develop a set routine which can ensure a smooth running of the performance. During the dress rehearsal, it is still possible to make changes or adjustments or add final touches to the choreography but by the final rehearsal (see Final Rehearsal) this will no longer be possible.
A booker is an employee of the modelling agency who offers and books models for the client. He is a direct contact person and is constantly in intensive contact with the models. The booker receives the client’s requests, offers him suitable models and processes the whole enquiry. The negotiation of Buyouts is also one of his tasks. Furthermore, after a successful handling of an invoice order, including expenses, the booker passes it on to accounting. Also, when problematic cases arise (such as an illness of a model), the booker is responsible for finding a replacement model for the client. Bookers are independently in charge of their projects (completion of a photo shooting etc.) However, in some cases, for e.g. for a large, upcoming fashion show, the entire booking team work together to bring together their individual responsibilities and ensure that the show is a success. The active customer acquisition is also an essential task of a booker that is not be neglected. In times of the economic crisis, it is always about having enough jobs for the models to successfully address new, important clients. This contributes to the stabilisation of the company and secures the booker’s job.
Clothing size means the dress size. A model should be careful to maintain her weight and to adhere to the dress size. Changes to weight, dress size etc. must be immediately reported to the agency. As a general rule, the model’s dress size is between 34 and 38.
A scout is usually a freelancer from the modelling agency who travels around the world to find new faces/potential models. A scout is almost always „at work“, as he discovers new boys and girls on the street and talks to them. Scouts are key employees of a modelling agency as they provide new faces and put newcomers on to the board. Sometimes the head booker also goes scouting to build up a model board and to search for suitable newcomers to be offered to the key accounts. A model scout is paid in the form of a fixed agreement for the discovery and search for a new model, or as – similar to a co-operative agency – with every job, he receives 10% commission from the model’s wage. However this commission should be compensated by the model agency’s commission – it should not be deducted from the model. A model scout must be always up to date with the trends, whether colours or fashion, as well as recognising early what type of model will be in demand this season. This talent is the asset of a successful model scout.
The modelling agency agrees with the client a specific time period in which the publication or usage of the model’s pictures are allowed to be used for marketing/promotion purposes. Should the client want to use the images for a longer period, he must acquire the rights for this purpose or indeed buy them. In this case, a buyout between the modelling agency and the client will be renegotiated. These restrictions of use must always be recorded in the booking confirmation, otherwise after the booking; there can be no further use of the publicised pictures. It is the agency’s duty to monitor and protect these picture rights. It is a very complex process and research work is a very fundamental element here. In order to determine/ascertain the exact surcharge, there are the Velma lists, which list the individual Buyouts of placards, posters, internet, film etc. Both the modelling agency and the client can use this list to get a better picture. Furthermore, there is also the exclusive-buyout. Exclusive sales are regulated with an exclusive-buyout license. This license offers a maximum of rights and privileges to the client. The exclusive-buyout expands the client’s rights so that the pictures may also be used, for example, for commercial purposes which promote the image as a main component of an offer or in conjunction with a product (calendar, poster, etc.)
A co-operation is the collaboration of action between two or more people or companies. There are co-operations between different model agencies at home and abroad. In such a co-operation, both agencies exchange/swap their models. This ensures an upgrading of the particular card file and a bigger portfolio for both parties. Upon a successful job placement of the “hired“ model, the agencies then typically provide a commission of 10% of the model’s fee.
The sedcard (also known as composite card = comp card) contains business card images of the model and is a very important component of the model.
It is most commonly in A5 format. On the sedcard there is a selection of the model’s best pictures and the following information: the model’s size, the model’s name, the modelling agency’s name, and the contact details of the agency. The model’s sedcard will be sent out by email by request to the client, in order to present the model. After receiving the sedcard, the client may ask for further pictures or invite the model to a casting. The sedcard is available in PDF format and also in printed form at the agency. The choice of images is decided for the model by the modelling agency and the chief booker. The personal opinion of the model for the choice of pictures does not have much significance, as the booker knows exactly what the client is looking for and therefore must present the model a certain way in order to put her in the best possible position on the market.
A casting is a type of introductory interview where the clients (publishers, editors, photographers, and advertising agents) can meet the model. In some cases, only specific models will be asked to castings (for e.g. brown-haired, green-eyed, 1.75 etc.). Before the casting, the model agency chooses from their files, the models that match the descriptions and send the choice on comp-card (for explanation, see comp-card) to the client by e-mail. Afterwards, the client informs the modelling agency which model he would like to see at casting. In the next stage, the model receives all the details for the casting from the modelling agency (where, when, contact person, what to bring etc.). The model must always arrive on time with a neat appearance, and bring with her the model book and several comp-cards. After the client has seen the models live, he will decide who the best model for the job/shoot will be. In his/her career, a model goes through a large number of castings, from which he/she will get only a few fixed bookings. It should go without saying that a model will go through these professional setbacks but should continue to still show the same commitment at casting meetings.
A client is an organisation or person who receives goods or services. Therefore the clients of a model agency receive models. That is, they book models to present their own merchandise (clothes, accessories, etc.)
The production site where the shootings take place or where videos are filmed is called the set.
The set includes the entire technical setup of all equipment which is needed for each production. This also includes the spatial alignment of the performers. A set for a shoot or a film is mostly built temporarily for the duration of the production and then removed again afterwards. At a longer shoot, caravan trailers are put up in which the models and actors reside in for the duration of the shoot.
The homepage of many modelling agencies is subdivided into categories. One of which is the Casting board, as with Instyle Models. This board is adorned with different models. Here, not only do you find the classic model with the sizes 90-60-90 and the international catwalk model (see Fashion Models), but also authentic and impressive characters for advertising. The models in this category can also be named “people”, “commercials” or “characters”. Each model agency decides how to name these categories. The casting model can be used in different ways: as a hostess at events, as an advertising face, as a sports model or as a promotional model for different brands. Those that are listed in Casting differ considerably from the classic model sizes and are smaller than the usual models with more distinctive faces. The casting board offers male as well as female models, actors and even often animals. Hence, the model agency replaces the conventional casting agencies, which ultimately do not do anything for the client other than search through a large portfolio for the perfect cast of their TV commercial or photo-shoot, and if in doubt to seek one when necessary.
Also, models with little experience and picture material can be placed for the time being on the casting board and be built up from there. It is not unusual that new faces (see new faces) are placed on the Casting board, built up and then just after a few months, find themselves on the fashion board.
On the runway (or catwalk), the models present the client’s newest trends and collections. A runway model must have a height of at least 176 cm. Furthermore, a model must be able to move (walk) well on the runway and have a confident stride in order to present the clothes well. The fee for runway models is set lower than for photo shoots.
At a shooting, professional photos are taken by a photographer for a specific purpose, usually to be used for public representations. This may involve taking pictures of models, animals, nature, or objects. The organisation and the implementation of a shooting takes a lot of time and effort with the involvement of all the different entities. At a photo shooting with a model, the client’s advertising agency develops a concept whereby many details should be considered such as, for e.g. What should be shown on the pictures? Which location is best suited for the production? How does the client want to communicate the product to the consumer? Once the agency has developed the concept completely, they turn to the model agency with their requests to ensure that the right model is cast for the job. Then it is up to the agency, the advertisers and the client to submit suggestions for the right model and to determine their favourites from this selection. Once the model is booked, the implementation of the idea now begins to get underway. A photographer, make-up artist and stylist are all needed to make this transformation/change possible and a precise production plan must be created in which the complete sequence of the shooting is determined. Only through this planning and preparation can a shooting be a success for all involved.
A cover shoot is a photo shoot that produces the cover picture of a newspaper/magazine.
The fee, also referred to as the editorial fee, is much lower for a cover shoot than at a standard photo shoot, as it is not about marketing a product/name. Instead, the pictures will definitely only be used for the current edition of the newspaper. In some cases, there is no fee paid as the model increases her name recognition though a publication, receives more assignments and with that becomes more interesting for high-profile clients. Cover shoots are currently indispensable for high fashion models as they increase their market value and give them the opportunity to work with the best photographers in the world as well as establishing contacts with them. Sometimes, there will be 2 models booked simultaneously for a cover shoot of a particularly, well-known magazine. They must prove themselves under the critical eye of photographers and the production team, and then ultimately only one model will make it on the cover.
Lifestyle is a term commonly used for specific combinations of leisure preferences. Also, the term formally or informally stands for a style that alleviates social detachment (or rather raises confidence from others’ responses) or worsens it. This refers to the features such as the way of living, clothing, gestural language, the residence etc. Attributes are associated with the lifestyle that differentiate one person from the other or link them. In this way, a lifestyle is a part of cultural movement as well as an expression of a political protest. But it can also embody the pleasure and joy of life, and thereby be apolitical.
A show is an event that entertains as well as informs. It takes place usually in front of an audience and is often broadcasted on television or radio. It is usually presented by a moderator/host.
Direct booking means that the client books a model without a casting, only through her comp card and model book. Nevertheless, to make a more natural impression of the model, the booker sends current polas, (definition, see polas) or also videos which are mostly made in the agency. These precautions rule out any nasty surprises or high expectations which are not met at the first meeting.
If the model has good material and is also proven to be committed and reliable, then the model receives many jobs without castings. The more publicity the model has, the more often she will be successful through direct booking.
The location is where the production or the show of the booked model(s) takes place.
Instyle blickt auf eine langjährige, internationale Erfahrung im Bereich der Shows, Events und Produkteinführungen zurück. Unsere Passion ist, Shows in jeglicher Form und Größe für Sie und Ihre Kunden maßzuschneidern und als Gesamtkonzept durchzuführen.
Ein exklusiver Full-Service, ein hoch motiviertes Team und eine professionelle Planung samt Abwicklung Ihrer Events und Shows ist unsere Stärke. Dank unseres etablierten Netzwerkes, können wir alles nach Ihren individuellen Wünschen und Vorstellungen zusammenstellen und für Sie planen.
Die Organisation von Modenschau auf internationalem High Fashion Niveau, Roadshows, Messeshows samt Konzeptionierung, Produktpräsentationen - auch im Rahmen eines Showrooms. Mit Instyle wählen Sie den Partner, der Sie mit nötiger In-House-Kompetenz ganzheitlich betreut. Vor jedem Kreativprozess steht die Neuromarketinganalyse, um Ihre Marke, Ihre Kunden und Ihr Publikum zu verstehen und somit Ihr Produkt perfekt visualisieren zu können. Die Zusammenstellung und Buchung des gesamten Casts, der Makeup Artisten, Stylisten und Moderatoren, passende Bühnen- und Lichttechnik, Liveacts, Promotion und Hostessservice zählen zu unseren Dienstleistungen. Wir setzen Ihre Produkte durch Choreographien, Licht- und Tonkonzepten authentisch und markenspezifisch in Szene.
Wir laden Sie zu uns ein! Gerne geben wir Ihnen auch detaillierte Einsicht in internationale Projekte und Referenzkontakte. Eine kleine Selektion von unseren Referenz-Videos können Sie hier vorab einsehen und sich inspirieren lassen.
A director is the owner / manager / boss of the agency. He / she co-ordinates the teams, manages the head booking, conducts scouting trips and negotiates agreements with key accounts amongst other things.
A logistician, amongst other things, supplies the clothes that are to be presented at a show or exhibition by the agency’s models. Often couriers are also involved to transport quickly the model books to the client
At a showroom, the models present the new collections from the designer. Usually there is no catwalk and no audience. The models exclusively present the new collection of the retail vendor/shopkeeper. The showroom is usually held in the premises of the designer or of the wholesaler’s. The showroom salaries are usually very low as the models are often required purely for a presentation with no marketing benefits behind it. The models must comply with the dimensional requirements of the different client’s ideals, as the collection may be modified and adapted to the model’s figure. INSTYLE MODELS casts models with the perfect dimensions for their show room clients. It is not the perfect model book which counts here, but more so the right fit and dimensions of the model. We frequently work with semi-professionals at showrooms.
An editorial is an edited snapshot for newspapers / magazines. The editorial pays less than a normal photo shoot. On the one hand, this is due to the fact that the model increases her prominence / visibility through the publication in a famous magazine / newspaper and it is very important for the model’s portfolio to show as many publications as possible. On the other hand, the pictures are only used for one edition of the magazine, and do not market a specific product. Then again, the model’s marketing value increases nationally as well as internationally. The publications enable the agency to offer the model different assignments / jobs for a higher fee
When using the term „measurements“, we generally mean the 3 main measurements: chest, waist and hips. A model should know by heart his/her measurements and notify the model agency straight away if there are any changes. This is essential, as otherwise there may be difficulties at a booking, as the model must fit the sample size of the collection. The ideal height for a female model is between 1.75 and 1.79 metres. There are also smaller models which still have a big chance at a modelling career, especially if they should aim for international catwalks. There are also other parts of the body which the model can work with, such as hands and feet and where her height is not a determinative factor. Furthermore, a distinction is made between runway models and print models. Models, who mainly want to work on the catwalk have it considerably harder and must be very tall and thin.
Expenses, is the term used for the expenditures that the model receives, regardless of the model’s agreed fee by the client. These include different costs: accommodation, meals and travel: car, train or air fare. Travel expenses for the booked model will always be paid by the client as a lump sum or 0.30 cents per kilometre. A model must report any incurred costs within 24 hours to the agency. Any expense forms that arrive too late can no longer be taken into consideration, as the invoice is usually done the following day.
The clients negotiate an exclusive contract with the model during big campaigns at the agency. This is to prevent a situation whereby the model also works for the competition. The more model agents a model has, the more uninteresting it is for the market as the model’s face is over-used. Clients pay the model a lot of money so that exclusivity and the resulting marketing effect will be guaranteed.
Exhibition hostess or model hostess - INSTYLE MODELS is Germany’s most sophisticated hostess agency.
Are you looking for a highlight which will attract plenty of attention at your exhibition stand or for your promotion? Then you have come to the right place here by INSTYLE MODELS.
Through our many years of experience with international clients, we have established a large pool of professional and experienced exhibition models, hostesses and model hostesses at Instyle Models. We can work very specifically and individually to your request.
Your idea of the casting of your fair or promotion with one or several hostesses will be discussed with you in detail and requested in our portfolio. In order to be able to explicitly respond to your request, we have a large, exclusive choice of different types and characters. Whether you need someone with a specific hair colour, dress size, sport abilities or even language abilities, we have the right model for you.
The advantage of having a model hostess rather than a normal hostess is simple to understand: she will meet the given measurements, she will have an elegant look met with the necessary charm and she will approach your promotional experience competently and professionally with your clients. Of course, active conversations with the client and advice will be also some of the model’s tasks. Therefore it is very important to employ well experienced promotional models who can express themselves in a sophisticated manner.
Exhibition models have a substantial effect on the sales and can significantly increase the sales take-off. Our perception is most suggestive; therefore do not underestimate the subconscious effect that your choice of hostess will have on the product for your consumers or clients. Rely on professional assistance in choosing your hostesses, get in touch with us and we will gladly advise you.
Through internal training, customer feedback forms, and through ongoing exchanges, we constantly optimize the performance of our exhibition models. We look forward to your request and to convince you of our great strengths.
You can book your exhibition hostess direct online here
Stylists are responsible for the outfit and the appearance of a model at a photo shoot. Stylists must always be up to date with the latest fashion, trends and accessories. Stylists know the complexion and physique of the model; they know what looks best on them and in what light. Stylists also take care of the whole stage set. The stylists always co-ordinate a model’s outfit from choosing the right trousers to the right accessories. The stylists also know how to correct small problem areas.
Stylists can also work as professional consultants in outfit and style, outside of their work in film, TV and the model business. Stylists are often used for fashion shows. This is where they perfectly style the model in the client’s chosen products to be presented at a show.
A fashion show is dedicated to the presentation of clothes and accessories. These are mostly designed by fashion designers who try to set new trends. The framework for these performances is not firmly defined. A fashion show can be performed for individuals, small group or an international audience.
A model is a professional whose task is to directly or indirectly present her face and body for the purpose of advertising and for an increase in sales.
There are different ways, one can become a model. One of which is being discovered by an agency (see scout) and become established. Or, one can apply directly to an agency. Moreover, one can have varying degrees of success in the modelling world: there are the well-known high-fashion models such as Claudia Schiffer, Gisele Bündchen, Eva Padberg who earn money thanks to their names. Then, there are models whose main career is that of a model but they are not as well-known and run for many Fashion Shows in Paris, Mailand und New York. In addition, there are models who only work as a part-time model and can rather be found in the “people” category or casting (see Casting board).
The agency Instyle Models collaborates with models from different areas. In doing so, it places a lot of importance on the mutual trust between the model and then agency, as only then a long-term and successful work can be guaranteed.
The model is contracted by the agency Instyle Models and then becomes established. In order to work successfully as a model, it is very important to get a lot of experience in interaction with the camera as well as having good body posture and the ability to do posing. The more orders a model gets, the more she continues to evolve in the fashion industry. She also builds up more self-esteem through working with the client or other models and also the posing for the camera.
To be a successful model, it is important to have many publications, especially on the covers of fashion magazines, for e.g. such as: Vogue, Elle etc. In this way, a model enhances her image and the agency then receives more requests for new and better paid jobs.
The agency Instyle Models not only organises Castings, Go&Sees and then ultimately a job, but they also support the model in her personal development. The model receives, for e.g. catwalk training – where the agency shows the model the basic techniques for walking and presenting the clothes on a catwalk. The model can be placed for small shows and will receive training and experience. This experience will be built up from job to job and the model will become versatile for national and international fashion shows.
Dancers are either usually booked short-term for individual assignments or they already have secure commitments. Dancers can also be used as models. They learn choreography at a fashion show and present the fashion in a mixture of dance performance and fashion show. However, the constantly changing locations, strong competitive pressure and rarely lavish salaries mean that some get discouraged to enter this profession. Professional dancers often choose a second profession, such as a dance coach – to achieve financial stability and security in old age. The use of dancers at fashion shows is becoming increasingly popular as the clients want their clothes to be presented through a choreographed dance and a „normal“model usually does not usually have the dance abilities to learn a lot of choreography in a short amount of time.
The basic rule for female models is: maximum 90-60-90 cm and a minimum height of 175 cm. With male models, it is a lot more variable, yet the minimum height should be at least 185cm. In the modelling industry, the professional figure of the model is essential, with the trend of the starving “size zero” slowly moving away.
There are also plus size models who are size 38 and above.
Das Book/Portfolio ist eine Mappe mit den besten Bildern und Veröffentlichungen von Fotoshootings des Models. Es dient zur bestmöglichen Präsentation bei Kunden. Man verwendet das Book bei Castings oder Go & Sees beim Kunden.
Es kommt jedoch auch vor, dass ein Kunde ein komplettes Book eines Models zugesandt haben möchte um es z.B bei Kollektionsbesprechungen, bei welchen das optimale Model für eine Kampagne gesucht wird, vorzulegen.
Die Modelagentur hat eine Version des Books mit Logo (Corporate Identity). Ein weiteres Exemplar des Books ist im Besitz des Models (es wird dem Model bei Aufnahme in die Modelkartei zur Verfügung gestellt). Des Weiteren gibt es auch sogenannte Webbooks. Ein Webbook enthält die Bilder des Books abgespeichert auf dem Server der Modelagentur. Auf diese Weise kann man das Model beim Kunden auch via Email präsentieren. Es ist sehr wichtig die Modelbooks regelmäßig zu aktualisieren und neue Veröffentlichungen gegen veraltete auszutauschen, damit dem Kunden immer das aktuellste Material vorliegt. Die Auswahl der Bilder für das Modelbook nimmt meist der zuständige Booker in Absprache mit dem gesamten Agenturteam vor, da die Mitarbeiter ihren Kundenkreis generell am Besten kennen und wissen, wie sie ihr Model optimal, kundenansprechend anbieten können.
A test shoot is the first step of every model in the business. If the model has no photo material then the model cannot be suggested and presented to the client, resulting in no bookings. Initially the model needs to invest in a test shoot but usually the money for the test shoot can be earned back after the first job. The test shoot is also essential for the making of the comp card. A good test shoot with styling, make up and in 5 different settings will cost around €400-800. Test shoots are also available in the form of a free production. In doing so, the photographer, the make-up artist and the stylist prepare the shoot at their own cost, which will then be sold to newspapers and magazines. Each party therefore invests in its own work. In these circumstances, the model works „for free“ but can then use the resulting images in her book and comp card. A test-shoot thus can also be seen as a trade-off.
Final Rehearsal means the last rehearsal of a fashion show. Based on the client’s requirements, the final rehearsal will be done with or without the collection that is to be presented. Lights, music and technics have to be in perfect harmony with each other at the fashion show. The final rehearsal is the last run-through of the public fashion show, meaning that no more changes should be made. The final run-through must be carried out without any interruptions when possible. After the final rehearsal comes the show. Here, the rehearsed show will be presented before the audience and the press.
In general, the data bank system (DBS) is a system for electronic data management. The principal tasks of a DBS is to efficiently and permanently store large amounts of data and to provide required subsets in different presentation forms which meet the demands of the user and the programme. In a fashion data bank, all the contact details are saved: these include all those of the models, photographers, editors, fashion brands, advertising agencies, make-up artists, stylists etc. Furthermore, all jobs and the associated accounting are handled by the database. It is a vital system for the daily work in a modelling agency.
A promotion is a sales-promoting measure, which is paired up with the subsequent sales at fashion shows. Here the models present the current trends of the company, with the client alongside them acting as a consultant. As part of this promotion concept, the actions taken are directly focused on the final consumer at the point of sale. The aim of these activities is to engage the customer’s attention to certain products, and through the use of certain models, give him an incentive to buy the product(s). Sales promotion is becoming increasingly popular as end customers appreciate the direct contact with the models as well as the advice they are given. Sales promotions often lead to sensational sales for the customer. INSTYLE MODELS provides the customer with the perfect team together with presentation and technology. These teams will present the customer’s goods (and often hardware) internationally and thus promote sales.
A fitting is a trying on of the collection before the fashion shows and photo shoots. Clients book the models for fittings to make sure the fit is right on the model. Only models with the exact measurements for the collection are booked.
A model run is a schedule for fashion shows. In a model run, you can find out when, how often, to what song and in which order the model must walk in the fashion show. Each model has this run on her clothes rack, with personal information for the choreography. The agency prepares these documents for each participant. They assist not only the models but also the light, sound and technical team, DJs, dressers, stylists as well as make-up artists during the show.
Marketing is the conceptual, consciously market-oriented corporate governance which adjusts all the business activities to meet the needs of current and potential clients in order to achieve the company’s goals. Furthermore, it is a process in the economic and social sphere, in which individuals and groups can satisfy their various needs and tastes through creating desirable products, and offering and exchanging them with one another.
The professional marketing of the model lies in the hands of the booker. Before a model can be marketed, she must have already completed test shoots, done catwalk training, have shoot experience on set, and hopefully have spent some time abroad.
Full service means everything is done from a single source - from the planning and design of a production to the development and analysis right through to performance analysis. The work of a model agency or show agency is generally comprised of a pure depiction of models/dancers for the fashion shows. External companies carry out the shows with each of the booked models/dancers for the client.
Meanwhile, there has been a change and a full service concept is already a part of everyday life for many model agencies. INSTYLE MODELS offers the client a holistic, professional show concept on request. This may include: high-fashion models, dancers, children, stylists, make-up artists, dressers, DJs, lighting, sound and stage equipment.
It simplifies and distinguishes the co-operation and also the communication for the client, as it narrows the circle of the contact person/person in charge, meaning that errors can be reduced to a minimum.
The classic fashion show agency is not usually familiar with carrying out a fashion show. The work of a model agency involves only the pure technicalities of working with the models and dancers for the fashion show. Subcontractors then carry out the shows with these booked models for their clients. INSTYLE MODELS, however has shown that there is another way at the ISPO 2009.The fashion show agency Instlye Models offers the clients and their fashion brands a comprehensive and professional show concept. This includes: high fashion models, dancers, children, stylists, make-up artists, dressers, DJs, lighting, sound and stage equipment. The following points give the fashion brands a guideline and take into account a reputable agency’s implementation of a fashion show. The agency develops a „Needed List“with the clients. Depending on the budget, this is followed by an individual consultation for the client, regarding the choice of music, the styling, and the choreography pieces of the specified fashion show. The finalisation of the planning is done by a presentation of everything that has been taken into account by the leading agency.
Only then does the allocation of each model begin. Each model should be prepared for the fitting of the collection’s fashion pieces by the supervising agency. A professional stylist from the agency combines the styles and fits them individually to the model. The show agency submits the music editing to the client for approval. This synchronisation is essential to be able to guarantee a perfect harmony between music and catwalk. The first rehearsal (trial) the agency conducts with just their models and choreographers. The final rehearsal (the dress rehearsal) is seen and approved by the client. A reputable fashion agency is one that offers a complete service to its clients and keeps the client informed about the fashion show without adding further external competencies. In any case, references from video material should be seen and checked by the agency before the booking.
In the contract between the agency and the model, certain regulations are specified. Contractual terms include: business hours, fees, working hours, secondary employment, wellbeing (illness, etc), grant of rights, confidentiality, cancellation period and many others. The contract sets in writing the rights and obligations of the parties. Without a signed contract, the model will not be offered to the client, as the agency may only provide an invoice on behalf of and for the model. Also, no buyout agreements may be made if it is not consented in writing by the model or her guardian. The written agreements are very important for the model, as they protect her from data/image rights abuse and sale of image data.
The payment will be different for new faces (beginners), professional models and top models. At the beginning of a model’s career there will be many costs incurred for the planning of their career (such as sedcard prints, test shoots, etc.). These costs will be deducted from the model’s payment after the job / assignment. The more publicity the model can prove (magazine, campaigns, TV, etc.) the higher her daily fee thus the higher her earnings.
A mother agency refers to a modelling agency which exclusively represents the model. This means, that the model is not listed in any other agency, or rather, if she would like to be placed with another agency, this must be discussed with the mother agency and consent for this must be given. In doing so, the mother agency has the right to forbid the placement within the country, especially if it is in the same city. The mother agency builds the model up, places her internationally, organises castings and Go & Sees and invests in the sedcard and the model book. The agency, and respectively the mother agency, offer the model to the clients and arrange as many jobs as possible. Collaborations with foreign model agencies are especially interesting and important, as the model gets more experience in the field of photo production and fashion shows, collects picture material for her model book and becomes reputable worldwide. For the model agency, and respectively the mother agency, the collaborations are of interest, especially from an economic point of view, as with every successful booking made through the collaboration agency, the model agency, and respectively the mother agency receive a 10% commission fee. The model agency, Instyle Models, possesses an excellent network of reputable agencies and co-operation partners worldwide. The agency, Instyle Models, has the chance to place the models abroad and to represent them as their mother agency, which in turn gives the model more experience and makes her more interesting for the international market.
Often, before a booking, the client wants to see a video of the model in order to judge her better through her gestures, facial expressions, posture, articulation and a brief presentation on the catwalk. This is something one cannot get through a comp card. This gives the client a good impression of the personal attributes, the catwalk qualities and the communication abilities of the model in front of the camera. In most cases, the video is recorded in the model‘s parent agency. The use of heavy make-up should be avoided so that the client is able to evaluate the model naturally. It would be advisable to let the model say a few words about herself in the video. In that way, the client can get a better impression of who she is as a person; the model gets to show her individuality and therefore attain bigger and better opportunities in the respective modelling jobs.
A Go & See is not to be confused with a Casting, as there is no concrete job available after the Go & See. The modelling agency sends their models with a model book and comp card to a Go & see where she is able to introduce and present herself to the client. At the Go & see, the client is able to form his own perception of the model and makes a note of any potential assignments/jobs for her. At the Go & See, polaroids of the model will be made as a reminder. The Go & See improves the model’s chances of a direct booking as the client has been able to note her skin, hair and general appearance.
New Faces refers to the newcomers in the modelling business. New Faces have little or no material. A model agency can establish New Faces if they see potential in them. New Faces begin with test shoots and must then try to get as many publications as quickly as possible in order to set up a book and a comp card. The New Faces‘ fee is correspondingly low. It is very important for New Faces to make sure they only have one agency – the parent agency.
This agency is seriously committed to the model and takes serious responsibility to place the model well in the market. If the young model is represented in many agencies, then she loses any exclusivity to the client and it does more harm than good. No client wants to book a model that can be found in many agencies.
Make-up artists (also called hair & make-up artists) are responsible for the hairstyle and make-up of a model and work together with stylists to complement the overall look. Makeup artists emphasise the model’s assets and clear any problem areas (pimples, blemishes etc.). This is essential for a good photo. Together with the stylists, makeup artists create a perfect appearance of the model. Makeup artists thus increase the advertising success of each product. Makeup artists also have a portfolio and their market value is calculated by the standard of their books. In the beginning, a makeup artist has a countless number of free tests (see Tests) to be completed before he/she receives a paid booking. If one has however made a name for themselves, then this person will certainly not suffer from a lack of job opportunities since no photo shoot can be performed without a professional makeup artist.
Semi-nude means that the model is partially clothed or partially covered by accessories and is then photographed. Nude means that the model is fully naked. From semi-nude shots, the model receives a 50% surcharge and from fully nude shots, it is 100% of the agreed daily fee. If a model does not want to do any semi-nude/nude pictures then the model agency does not assign the model for this
On stay means that model agencies pick models from different cities around the world to introduce them to local clientele. Of course this is only done after a consultation with the respective co-operational agency and the model’s consent. The period of the model’s on stay can vary between 2 weeks to 6 months, depending on the response from the client and the successful bookings of the model. So long as the model is in a city, she will live in an apartment for models and will be given a mobile phone from the agency including a landline telephone card. For a model, an on stay’s daily routine will involve going to Go&Sees and castings and trying to impress as many clients as possible hopefully resulting in many bookings. These periods abroad are extremely important, especially for young models, to expand their portfolio and to get more experience. In this way, they will increase their international market value.
The highest hip point is added to the normal hip measurement, taken in order to respond to the client’s specific request. One places the measuring tape on the highest point (bottom) in order to determine the circumference. At the highest point, one must make sure to remove any loose, small items found in the bag which could distort the result.
Overtime stands for any extra hours which can be incurred at a job (for e.g. a photo shoot). When the model is booked for a day, this generally means for 8 hours. However if the model works longer than the planned 8 hours, it will be seen as overtime. This is then credited to the model as a percentage of the daily fee and the client will be billed accordingly. The model must inform the agency within 24 hours of any potential overtime. Any later declarations can no longer be accepted as the billing is done directly on the next day.
A commercial face is a model who “sells her face” for a certain product (cars, cosmetics, clothes, hardware…). The current advertising face of McDonald's is for example Heidi Klum. Often, the advertised product is quickly associated with the respective model by the consumers. This then leads to endorsement deals with the model after good consumer response, which are then renewed year after year. This makes it a very profitable business for both parties involved. As already explained under “advertising”, it is very important that the current model agency estimates accordingly a high payment for such a campaign to ensure that the model can compensate for a loss of other assignments, due to her being made highly recognizable through the campaign.
Beim Honorar wird unterschieden zwischen New Faces (Anfänger), Profimodels und Topmodels. Am Beginn einer Karriere eines Models fallen viele Kosten zur Karriereplanung (Sedkartendruck, Testshootings, usw.) an. Diese Kosten werden dem Model nach Jobs/Aufträgen vom Honorar abgezogen. Je mehr Veröffentlichungen das Model vorweisen kann (Magazine, Kampangen, TV etc.) desto höher ist das Tageshonorar und dementsprechend der Verdienst des Models.
Polaroids are shot with a digital camera. These are basically the model’s up-to date pictures. They are done without any special styling in no special location; instead it is a simple and natural shot (little make-up) to see what the model actually looks like. Polaroids are sent to the clients in order to show them how the model looks like naturally and what figure she currently has (underwear polaroids). Sometimes, polaroids can replace a Go&See as the client can decide straight away whether the model is right for them. Polaroids are very important for clients as the sedcard and book of the model only shows her in extreme make-up and styling.
Advertising campaigns are typically seasonal business campaigns which offer their products or services. The general aim of these campaigns is to increase the sales and profits as well as to strengthen the company’s image and thus improve their own market position. Advertising campaigns are also used for marketing of new products and services. An advertising campaign is always based on publicity planning. The planning and implementation can be left to the advertising agency. For large businesses, in house advertisers and the marketing department are entrusted. In the implementation of an advertising campaign, a series of external services will be used –one of which, is of course the agency’s placement of suitable models. These sub-contractors can range from printing, to web design, to the model agency and the recording studio. Which service provider is used depends on the choice of media.
The hip bone (abbreviation HB) is a measure, which is taken from the model (chest, waist, hips). In order to determine the hip measurements, one places the measuring tape directly to the hip bone.
Prints are developments of negatives or raw data, which are contained in the model’s book. The prints are usually printed on quality paper in A4 format or as image files. Prints are the model’s business cards in the client’s presentation books. The prints are ordered thematically (e.g. (same outfit) on a double page in the book. The chief bookers are responsible for the appearance and the composition of the model book. It is put together for the model in the agency. The model should not change anything within it. The prints will be invoiced to the model and later deducted from the job’s fee.
Advertising is the highest paid job in the fashion industry. Advertisements are mostly paid based on the frequency of their broadcasts and the recognition of the brand. Advertising includes posters, POS, flyers and catalogues. Advertising is one of the tools of promotional communication. Through advertising, companies try to effectively appeal to their target audience and positively influence them. Advertising includes personal presentation and promotion of ideas, goods or services of a uniquely identified purchaser, through the use of paid media. Once a model is booked, often after a major advertising campaign for a well-known brand, she is then not booked by other brands because of the recognition. Therefore it is essential for the model to have a high daily fee to compensate for the possible omission of assignments.
Product launches –such as for a new car, a fashion collection or just a new product (such as shampoo) are important events in every aspiring business and have to be perfectly marketed.
Due to the fast moving economy, the constant development of new technology, there is an urge to make every product launch even more impressive than the last, and to provide exceptional items. Businesses look for agencies which can perfectly highlight the product launch at exhibition fairs or in their own premises. Here, it is not only the authentic communication of a product that is at the forefront, but also the Infotainment, especially at shows. The company does not only want to host a spectacular event but also share detailed product information with the customers which will in turn inspire them.
The presentation of the product should trigger some emotions and remain firmly anchored in memory to inspire the purchase: this applies to traders as well as the consumers. In connection with the product launch, specialised model agencies and show agencies will always play a major role. Professional models and/or dancers showcase the product perfectly to the target audience, through well-aligned choreography. Instyle Models GmbH’s show department has specialised in this field with excellent references worldwide. The service of the agency, Instyle Models, does not end with the placing of models, dancers or acrobats but it also includes the development and implementation of an integrated show plan for each market sector.