Nowadays brands are putting more and more emphasis on the people that people associate with them. You see commercials everywhere with one person who sums up the brand. You might think of the brunette with the pink dress for T-Mobile. But what you might not realize is that even the sales associates in stores represent the brand.
The ultimate example of this is at Hollister Co. The store itself is a huge part of the brand identity. You immediately think of the dim lighting, loud music, and overpowering scent. One other part of the brand identity too is the people working there. Hollister sales associates are known as models. Just to be asked to be one means that you could potentially represent the brand.
There are rules to what a Hollister model can wear. Vans or flip flops are the only accepted footwear. It's also expected that you have a personality that reflects the laid back nature of California. Hollister wants the models be a living version of the company.
Brand identity is a huge thing in today's retail industry. Sales associates help tie together exactly what it is that a brand wants to say. They can put up tons of pictures of models, and create advertisements that put the messages in bold letters, but it's another thing to put a real person as the identity of a brand.
Companies are putting every last detail into branding. Everything from the clothing to the people represents a brand.
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