Recruiting foreign models: unlocking multiple aesthetics and enabling international brand expression

Driven by the globalization wave and consumption upgrade, the brand's demand for marketing content is transforming from "single" to "diversified. With their unique facial features, cross-cultural temperament and international image, foreign models have become the core resources for brands in the fields of fashion, beauty, automobile, science and technology to enhance their visual appeal and convey their global vision. However, how to efficiently recruit foreign models with brand tonality and professional quality and build a long-term and stable cooperative relationship has become a key challenge for the market team. This article will provide practical guidelines for brands from the four dimensions of demand analysis, recruitment channels, screening criteria and collaborative management.

1. precise positioning: defining the core values of foreign models

1. Brand tonality matching: from "image tool" to "value resonance"
Foreign model is not only the carrier of product display, but also the transmitter of brand concept. High-end luxury brands (such as jewelry and watches) usually need foreign models with elegant temperament and strong expressiveness to show the delicacy of their products through static shooting or catwalks. Fast fashion brands (such as ZARA and H & M) pay more attention to the vitality and diversity of models, and convey the concept of "inclusive fashion" through a multi-skin and multi-body model lineup; technology brands (such as mobile phones, smart homes) may require models to have a "sense of the future" or "affinity", through dynamic video or interactive scenes to show the intelligent characteristics of the product. Brands need to refine the "core labels" of foreign models (such as "elegance", "vitality" and "sense of technology") according to their own positioning, and avoid blind recruitment of "for use.

2. target audience insight: a bridge between culture and aesthetics
the choice of foreign models should closely conform to the aesthetic preference and cultural cognition of the target audience. For example, brands facing European and American markets may prefer models with "healthy wheat muscle" and "three-dimensional facial features", which is in line with the local pursuit of "natural beauty"; brands targeting Southeast Asian markets may choose models with "mixed blood" and "sweet style", which is in line with the local emphasis on "affinity"; if the brand positioning is "global", it is necessary to balance the multi-cultural characteristics, avoid the model image is too "regional" and restrict market expansion. Brands can use market research (such as social media public opinion analysis, consumer questionnaires) or competitive case studies to clarify the target audience's "expectation threshold" for foreign models and improve recruitment accuracy.

3. Use scenario planning: from "single shot" to "long-term cooperation"
The participation scenario of foreign models directly affects the recruitment demand. Short-term projects (such as new product launches and advertising film shooting) usually require "plug-and-play" models with rich experience in catwalk or shooting, who can quickly understand brand needs and complete high-quality output; long-term cooperation (such as brand ambassadors and annual endorsements) requires the "stability" and "growth" of models ", including whether they are willing to participate in brand activities (such as fan meetings and public welfare projects) and whether they can grow together with the brand (such as adjusting their personal image with the upgrading of brand positioning). Brands need to develop differentiated recruitment strategies based on usage scenarios to avoid waste of resources due to "long-term demand" or "short-term demand.

2. Broadening Channels: Building a Diversified Recruitment Network

1. Professional Model Agency: efficient access to high-quality resources
domestic first-tier cities (such as Shanghai, Beijing and Guangzhou) have gathered a large number of international model agencies. their foreign model libraries cover Europe, America, Asia, Africa and Latin America, and the models have undergone professional training (such as Taiwan walk, expression management, lens sense) and qualification examination (such as work visa and health certificate). The brand can establish long-term cooperation with 3-5 head brokerage companies, and select models through the "demand list" (such as "height above 175cm, mixed race, car shooting experience"); Some brokerage companies also provide "customized services", such as recommend "new recruits who have not signed contracts" according to brand tonality, thus reducing recruitment costs. For example, through cooperation with a well-known brokerage company in Shanghai, a car brand recruited an Eastern European model with an athlete background under the label of "sense of future + sense of strength". His tough temperament is highly consistent with the scientific and technological sense of the brand's new energy models, and the click rate of the advertising film increased by 30% after it was launched.

2. Social Media and Industry Platform: Mining Hidden Talent Pool
Foreign models often share their daily work through social media such as Instagram and Little Red Riding Book, brands can locate potential candidates through "keyword search" (such as "foreign model Beijing" and "fashion model Shanghai") or "topic tags" (such as# modelingchina #foreignmodeljob). Industry platforms (such as ModelMayhem and WeWorkRemotely) focus on freelancers and attract foreign models with independent order taking ability. Brands can publish "recruitment posts" to clarify requirements (such as "shooting time, place and remuneration") and brand information (such as "brand official website and past cases") to attract qualified models to actively contact. For example, a beauty brand issued a "Foreign Model Recruitment Order" in Little Red Riding Book, emphasizing "support for multiple aesthetics", attracting more than 200 models to sign up, and finally selected a model with mixed African and Asian characteristics, whose unique image became the visual symbol of the brand's concept of "inclusive beauty makeup.

3. universities and international communities: acquiring potential new talent resources
cooperating with universities and foreign language colleges and international education colleges in first-tier cities, they can reach out to foreign students in the school, including many candidates with modeling potential. For example, a university and a brand jointly hold a "campus model competition" to select foreign students with good image, temperament and strong performance, and provide professional training (such as stage steps and makeup) and internship opportunities. Those who perform well can sign up as long-term cooperative models of the brand. Through the recommend of foreign models by international communities (such as consulates and foreign chambers of commerce), high-quality talents with official backgrounds can be obtained. The models of these channels usually have a preliminary understanding of China's culture and market environment, with a shorter adaptation period and relatively low cost.

Strict 3. screening: establishing a multi-dimensional evaluation system

1. Image and temperament review: match the brand visual language
the "hardware conditions" of foreign models (such as height, body shape, facial features) must meet the basic requirements of the brand. For example, fashion brands may require female models to be 175cm tall and male models to be 185cm tall, with a well-proportioned body and no fat. Beauty makeup brands pay more attention to skin condition (e.g. no obvious blemishes, uniform skin color) and facial features (e.g. high nose bridge, deep eye socket). Brands can exclude candidates who obviously do not meet the requirements through "photo screening", focusing on whether their "dynamic expression" (such as smile, eye contact, body language) is consistent with brand tonality. For example, when a jewelry brand screened models, it found that an Eastern European model's "Leng Yan temperament" highly matched the brand's "high-end luxury" positioning, but its "French lines are obvious when smiling". Finally, this problem was avoided by adjusting the shooting angle (such as side face and head down) to ensure the film effect.

2. professional ability test: verify the actual combat level of models
evaluate the professional quality of foreign models through the combination of "audition + interview. The audition session can require candidates to perform impromptu performances for 1-2 minutes according to the "mood board" (such as "elegance", "vitality" and "sense of technology") provided by the brand, focusing on their expression management (such as whether they can switch emotions quickly), body control (such as whether they walk smoothly) and lens sense (such as whether they know how to find light and pose); during the interview, you can ask in depth about their work experience (such as "which brands have you cooperated with" and "which types of products have you photographed"), professional attitude (such as "whether to accept overtime" and "acceptance of amendments") and cultural adaptability (such as "whether to understand the aesthetic preferences of Chinese consumers") to judge their fit with the brand.

3. Background check and compliance review: reduce hiring risk
Contact the candidate's former employer or referral, understand their work performance (such as "whether to arrive on time" and "whether to communicate smoothly with the team"), professional ethics (such as "whether to abide by the rules of the shooting site" and "whether to play big-name behavior") and stability (such as "whether to change partners frequently"); verify their work visa (e. g., "within the validity period" and "whether they are allowed to work as models") and health certificates (e. g., "whether they are free from infectious diseases") to avoid project delays due to documentation issues. For freelancers, they can be asked to provide "past cooperation cases" (such as shooting trivia, finished product links) and "customer evaluation" to verify their professional ability and reputation.

4. and efficient collaboration: improving foreign model retention

1. Pre-communication: clarify needs and expectations
Before the project starts, the brand needs to communicate in detail with foreign models and their brokerage team (if any), make clear the shooting/show time, place, content (such as "what products need to be displayed" and "whether there are specific action requirements"), remuneration (such as "daily salary, transportation subsidy, catering standard") and copyright ownership (such as "whether pictures/videos can be used for brand social media promotion") to avoid disputes caused by information asymmetry. For example, a brand did not communicate with the model before shooting "to wear a bikini to show swimsuit", which led to the model refusing to shoot due to cultural differences, eventually changing the model and delaying the progress of the project.

2. On-site support: optimizing the work experience
The shooting/catwalk site needs to provide "full process support" for foreign models ", including professional translation (such as Chinese-English/Russian/Spanish) to ensure smooth communication, makeup artists and stylists to adjust makeup according to model characteristics (such as avoiding using too heavy eye shadow to cover up the stereo of facial features) and clothing (such as choosing styles that fit well and highlight advantages), logistics team to provide catering (such as considering model's diet taboos, such as halal and vegetarian) and rest area (such as sofa and water dispenser), improve their work comfort and efficiency.

3. long-term relationship maintenance: building a win-win ecology
for long-term cooperative foreign models, brands can enhance their loyalty through "emotional connection + professional empowerment. In terms of emotional connection, models can be invited to participate in brand activities (such as new product conferences and fan meetings) on a regular basis, and brand products (such as cosmetics and clothing) can be given as gifts to strengthen their sense of identity as "a member of the brand". In terms of professional empowerment, training resources can be provided (such as inviting industry instructors to share Taiwan step skills and social media operation experience), and other cooperation opportunities can be recommend (such as introduction to other brands or magazines), help the model to enhance the professional ability and market value. For example, after a brand cooperated with a foreign model for 3 years, it helped it expand its overseas market by recommend it to participate in the international fashion week show. The model thanked it for actively lowering the subsequent cooperation quotation, forming a virtuous circle.

Conclusion: From recruitment to symbiosis, release the multiple values of foreign models

Recruiting foreign models is not only to fill job vacancies, it is also a key measure for the brand to build an international image and transmit multiple values. Through precise positioning needs, broadening recruitment channels, strict screening and evaluation and efficient collaborative management, brands can transform foreign models from "visual symbols" to "value partners" and jointly create marketing content with global influence. From the runway of fashion show to the lens of beauty advertisement, from the booth of automobile exhibition hall to the propaganda film of science and technology products, the integration of high-quality foreign models is injecting new vitality into the brand. Grasping the core logic of foreign model recruitment, the brand will take the lead in international competition and achieve sustainable development.

Freelance fashion designer

15000 人民币~20000 人民币/每月

最新博客