Ethnic marketing experts say that Australia is 15 years behind the rest of the world when it comes to using people from different backgrounds to sell products.
But advertisers say they are simply responding to the demands of Australian consumers.
Cleo magazine editor Sharri Markson conducted a survey of models working in Australia and was surprised to discover that few came from ethnic backgrounds."We looked at the major modelling agencies in Australia and in total there was 1,100 models," Ms Markson said.
"[But] only a handful are from an ethnic background. There were literally only 16 Chinese models and seven Indigenous [models]."
Ms Markson says that ethnic models are often told they will not get work in Australia and the agencies are reluctant to use them.
"The owner of one of the major modelling agencies, Pricilla's, said it was very sad but they often have to turn away a beautiful black model or beautiful Asian model," she said.
"They have to tell her the beautiful truth that she just won't find full-time work in Australia and it's not worth her while. Black, Asian or ethnic models don't sell here."
Consumer psychologist Adam Ferrier says the fashion industry and Australian advertisers are not racist and are simply responding to consumers.
"I think the claim that the industry is racist is just Cleo looking for a headline," he said.
"I don't think race comes into it at all, I think what they are trying to do, what advertisers are trying to do is find the right model and then use that model.
"They don't care what race model is, they don't care how tall or short she is or anything. All they care about is, is she going to move units."
Multicall Connexions chief executive Sheba Nandkeolyar says that over one quarter of Australians were born overseas but that diversity is not reflected by marketing and advertising agencies.
"I make no bones about it, as a marketer, as a person who leads an advertising agency which targets multicultural audiences I can see that we are a at least 15 years behind," she said.
"We are very much like the United States was 15 years ago. They would see a one-size-fits all strategy works well and is more cost affective.
"But today the United States is very, very different."
Stephen Bucknall runs the F.R.M model agency in Melbourne and says he successfully promotes ethnic models.
He says the fashion industry is starting to show signs of change and some Indigenous and ethnic models are breaking through.
"There is work for non-Anglo models. I've proven it time and time again," he said.
"In the last month I've had a Sudanese girl on two covers of magazines.
"I've had one Chinese girl who's just shot a worldwide campaign for pioneer sound systems and if you look on TV you will see quite a few Asian girls filtering in.
"It is changing but its taking longer here to change than in the rest of the world."
But Ms Markson says Australian advertising agencies are dominated by older white men who are out of touch with a new generation of younger women.
"Young women understand that our culture is diverse and they want to see that reflected in fashion advertising they don't want to see the same white and blonde look," she said.
"Fashion advertisers are 100 per cent out of touch and they need to change in order to encourage people to buy their cloths and spend money on their products."
Ms Nandkeolyar says Australian advertisers and fashion companies are missing key niche markets in Australia and especially among younger consumers.
"You just have to look around you. Look at the mixed dating," she said.
"That's happening, a Chinese man dating an Australian woman or an Indian man dating a Chinese girl and I'm seeing that all the time now.
"That's why I'm saying we are 15 years behind, its going to happen. They will be more accepting and more inclusive because this is their reality, this is their lifestyle now."
Taken from HERE (there's a video clip << very interesting).
Other articles about this:
Australia's beauty industry is far from a picture of racial representation
Duckie Thot Criticises Australia's Failure To Promote Black Models
Indonesian Diversity Spring 2019: New York Fashion Week ...
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The world has definitely evolve as ethnical issues become more and more discussed in many kind of platforms among people. The modelling industry is one of the example that received a lot of complaints regarding the lackness of ethnical appearance in its campaigns. Therefore, nowadays, we can see fashion and beauty campaigns start to focus more on promoting diversity by having models with different background to represent famous brands. However, beauty standard, the one thing that need to be fulfilled, became the main problem of nowaday’s advertising consisting models. Looking up to what Adam Ferrier has to say about this topic as a consumer psychologist and how the world has evolved around ethnical issues, it’s not about the race anymore but most people would still prefer to enjoy advertisements with an enjoyable subject matter. By this point, i can conclude how beauty standard is a very stressful thing to fulfill! It’s like that homework that is difficult for students to solve.
ReplyDeleteStill about the existing beauty standards, the feeling of not being ‘pretty’ or ‘beautiful’ enough for the society slowly arise in today’s generation of youth. With the current rapid growth of globalization, internet, and technology, young girls and boys grow up with the idea to always keep track on the latest trend of beauty and fashion. When they are not able to meet the expected result, serious depression or stress can more likely to be found among those youngsters living in today’s condition. The existing advertisement that might consist of diversity still consist of the previously discussed beauty standards which indirectly poison its viewers to meet the ideal quality represented by the advertisement. Nevertheless, there should not be any ‘standard’ of beauty for anyone to fulfill. People, youngsters, anyone, should always feel enough and proud of how they originally are. If such situation where people start to accept how they truly are and encourage themselves to have high tolerance towards each other, a better society with less negative judgement can finally be actualized.
ReplyDeleteEthnic problems is really a trend nowadays, not just in modelling industry. Racism is usually happen in Australia especially to the black ethnic. I know this case is just booming in several week ago. Even the agency said that they rejected some beautiful models from China and Asia. In my opinion, the statement that claim ethnic models are often told they will not get work in Australia and agency are reluctant to use them is not make sense. I think if the ethnic models who have good quality and choose the appropriate agency that will accepted them, they will be a great models in Australia no matter what the ethnic. Australia actually is popular enough to its fashion. It usually being a trendsetter to the other country especially Indonesia. But if this happened continously, I'm afraid that Australia's fashion will step backward. Because someday, ethnic models maybe will make a great advertising to make fashion of Australia more popular than now. Australia should erase the racism in their country.
ReplyDeleteI like how this article emphasizes the comprehension of Cleo’s publication. It is a common thing for the media to be persuasive and attract attention by using controversial words, but it is the reader’s job to be rational enough in interpreting what the real condition is.
ReplyDeleteRegarding the issue on this article, I think millennials have more understanding about the diversity of this world and be more open in terms of cultural, religion, and ethnical heterogeneity. I can accept the reason why Australian advertisers fulfil what consumers demanded on, but the world has changed. The definition of beauty is not anymore the same with the past. Everyone from every ethnical background has the same chance to be regarded as beautiful. Australia undergoes the state of transition into being a tolerance society. Thus, it is the time for advertisers to look onto this new beauty trends of plurality and fulfil the new kind of demand that millennials and younger consumers asked for.
do not understand why they do this kind of discrimination in Australia. I think that using a model from a different background will benefit the people especially those that is not able to leave their country because of some reason. Through picture, they will know what people outside Australia will look like. Also, different models can make it easier for people that want to buy a product. They will decide whether to buy a product more easily because they know if a product is suitable for many different kinds of people. I understand that in the article it is stated that they are not racist, they are just responding to the consumers. However, they world easily judge on things and will consider this a racist behavior which will give bad image to Australian. Also, tourists that want to buy Australian product can know whether it suits them by looking at a picture of the product being worn by someone from their country.
ReplyDeleteWith the globalization, most of the countries are becoming more and more intercultural. Therefore, I think that the modeling sector should evolve according to the country’s population and models from different ethnic backgrounds should be represented. I understand that modeling agencies do not want to hire models that are less likely to obtain contracts and would not make them earn enough money. But maybe it is the role of these agencies to be an example and show the brands and other people that would doubt it, that beauty has nothing to do with skin color or origins. Moreover, as it is said in the text, time has changed and the young generations of Australian accept the fact that they live in a multicultural country. I believe that if famous brands started to hire models from different ethnic backgrounds to represent them, it would help to fight racism, not only in Australia but also in the rest of the world.
ReplyDeleteTo differentiate people by their race and ethnic is something i disagree about and opposed. For me, this kind of differentiation is old and should not be used anymore nowadays, in modernized world like this. We do not choose to be born by who, by what race and ethnics, and other things. It is a fate and that is what should we grateful for everyday. So, the world needs to respect this more and don’t judge people by their race or ethnics. Including the fashion industry. I believe that every ethnics and race in this world is beautiful in their own ways. I also believe that to use ethnic models will not reduce company’s sales, in fact, maybe it can boost the sales because it will reach a broader variety of customers. For example, when chinese model use the products, other chinese people will see it beautiful on their race and decided to use the product too.
ReplyDeleteThe traditional definition of race and ethnicity is related to biological and sociological factors. Race refers to a person's physical characteristics, such as bone structure and skin, hair, or eye color. Ethnicity, however, refers to cultural factors, including citizenship, regional culture, ancestry, and language. Nowadays around the world, so many hatred and issues are centered around diversity and ethnicity, such as hate crimes, discrimination, genocide, and much more. The factor that contributed to the build up of the act is lack of understanding or appreciating the difference between individuals I say. By learning to accept the difference between mankind, our hearts must be warmer, and I will say that the world could rest easier.
ReplyDeleteNative Australians, Aborigines and Torres Strait Islanders, are heirs to one of the world's oldest surviving cultural traditions. They have lived in Australia for more than 40,000 years and maybe up to 60,000 years. Other Australians are migrants or descendants of migrants who arrived in Australia from around 200 countries since England established the first European settlement at Sydney Cove in 1788. Many people who have come to Australia since 1945 have motivated commitment to the family, or a desire to escape poverty , war or persecution. The first wave of migrants and refugees mostly came from Europe. Today's peculiarities of Australia are not only the cultural diversity of the population, but to the stage where they are united by a fundamental and united commitment to Australia. Within the Australian legal framework, all Australians have the right to express their culture and beliefs and to take part freely in Australia's national life. At the same time, everyone is expected to uphold common principles and values that underpin Australia's way of life.
Deleten general, Australia is an egalitarian society. This does not mean that everyone is equal or has equal wealth or property.
ReplyDeleteBut this means that there is no formal or ingrained class difference in Australian society, as in other countries. Given the plurality of contemporary Australia, some people question whether there are "peculiarities" of Australians. Of course, there are many popular stereotypes, some of which are contradictory. For example, some people see Australians as egalitarian and disrespectful citizens with deep suspicion towards the authorities while some view them as law-abiding and even conformist people. Many of these popular views contain truth and most Australians fit in at least part of that perception. But the population of Australia, like other residents, cannot be easily stereotyped. There are "distinctive features" of Australians everywhere. But they are not all the same.
Australia has long considered itself as an immigrant nation. It has been successful as one of the most multicultural countries in the world but is it really? Living in Australia as Caucasian is a certain amount of privilege in life providing a buffer to the kinds of racialised discrimination, prejudice and hate speech that daily infects the lives of people of colour in Australia. This is not an exception in the Australian modelling industry where there’s still a lack of diversity. This actually represents how Australia represents their culture, still very exclusive and discriminative. Advertisers and modelling agencies claims that they’re not being racist, they’re just fulfilling the demands of the market, picking someone who would move the numbers for a product. I think to actually revolt against something so deep-rooted like this, a forced change has to be made. People need to realise themselves that diversity is real, it’s happening and they need to wake up to it, accepting other people just the way they are, regardless of anything.
ReplyDeleteAustralia is filled with people of different nationalities, it is very diverse that you can easily find many different races in one street. Australia is not the only place with diverse culture though, I’m sure countries like the US is also rich in diversity too. During the years I stayed in Australia, I see many people of different backgrounds, they might be from countries in Asia, Europe, and not forgetting the Indigenous Aboriginals who are native to the land. This article shocks me as I never knew a form of racism happens in the modelling industry. It is stated by the consumer psychologist that the claim of the industry being racist is just for a headline. In my opinion, the modelling industry just don’t look further in recruiting models. They might not be looking for ethnic models to be a figure in medias. When compared to the US, it is said that Australia is fifteen years behind, and this might be true because Australia’s modelling industry isn’t keeping up with the lifestyle of the young generation.
ReplyDeleteAfter reading the article above i can conclude that the modelling world of Austraia is racist. I do not mean the citizens. The ones i am reffering to racist are the advertisment division of modelling companies in Australia. Australia is an immigrant nation or so they claim. They see themselves as a country who accepts other race and culture coming from other countries. Well, in my opinion the statement is both true and false. In reality you can find that the australian population is made up of many race making them a mulicultural country as it contains many different culture. But in reality racism is still in play especially in the modelling world. As the article said Color models or minority race models tend to find a hard time in getting a job offer in the modelling world. It is also stated that there are around one thousand one hundred models but there we only 16 chinese models and 7 indigenous models.
ReplyDeleteEthnic models are given less chance to earn a job as agencies are reluctant to use them. Lots of people i believe will see this case as a racist behaviour .There have been lots of media trying to highlight the discrimination faced by ethnic models in australia but the modelling companies have always been in denial of those charges. They always get away by justifying that they are just trying to give what the consumers demand. If that is true is there any written proof or verbal comment that australian citizens directly or indirectly dislikethe use of ethnic models? The answer is no as the country itself claims itself as an open country to other migrants of different race.I believe this racism case should be put into the light. I think that sooner or later this racism case should be discussed in court to support those ethnic models being discriminated.
DeleteI believe that this case should be put in the courts as there are prrof. There are proof of modelling agencies saying that you as an ethnic model will not earn a fulltime job as a mdel and that you will be used less compared to the local models. I believe that this problem comes from a conservative view on beauty. What i mean by conservative is a narrow view on what beauty should be and how it should look like. In my opinion these australian modelling agencies still see that people of their race defines what beauty is. They do not consider models coming from other race as beautiful as they are. In my opinion beauty is not transfixed. In my opinion beauty should not be transfixed on a certain somebody or a particular standard. I say so as i think that beauty is relative and diverse. What i mean by this a model with a black skin should have the same working chance as australian models who might have a light skin
DeleteIf this is what really happens in Australia, then it's very unfortunate. I think the fashion industry right now no longer see the beauty standard as white, tall, skinny, blonde, long hair anymore. More ethnicities are exposed in the fashion industry. Comparing to the United States fashion industry, it is really easy to spot ethnic models in brands’ campaign and advertisement. Even big brands like Victoria’s Secret are now letting more people of color to walk on their annual fashion show. Sui He, Ming Xi, and Liu Wen are Chinese VS models that has walk on couples of Victoria’s Secret Fashion Show in the past. Australian Victoria’s Secret models that I am familiar with are Miranda Kerr, who has now retired and also Shanina Shaik. Shanina Shaik is an Australian model whose father are half Pakistani and half Saudi Arabian. Other than walking on the Victoria’s Secret Fashion Show, she has also walk for Chanel, Tom Ford, Stella McCartney, and others. She is also featured in Vogue Australia and India, Harper’s Bazaar Singapore and Australia, and many other editorials. Although she is an ethnic model, she’s very successful both in Australia and other countries.
ReplyDeleteI think it is so narrow-minded of the fashion industry to have the thinking that ethnic models will not work for the selling. I agree to the argument that the idea of racist is just plain wrong. Models should be judged based on the fact whether they “sell” the fashion they are wearing or not; not by their race. The fashion industry in Australia should have been aware that the world is indeed a mixing pot. Nowadays, people date without worrying too much about their significant other’s race. Therefore, the chances of having mixed-race newborn is much more likely than years ago. Moreover, having ethnic models in the industry should have been seen as an advantage; marketing advantage. The industry’s market target must become bigger after they hire ethnic models. Ethnic models depict fashion as wearable for everybody of any race. Having ethnic models to work for the brand only makes the brand looks more appreciative of the diversity.
ReplyDeleteAustralia, although diverse as it is, is still a very highly racial country. The European whites have only started migrating since the 1600s, but the natives and aboriginals are in a way sort of got pushed away from the racial and power system in Australia. Natives are barely put in power, as ministers or other powerful positions. The society also views racially in the past. Maybe not so much now, as societies progress and modernize but in the past, life in Australia was almost, if not the same as South Africa with the apartheid system or the Australian “White Australia policy.” It also applies to the beauty standards in Australia. Ethnic/native aboriginal models do not sell as much as white models do. It is also because the majority of people in Australia are white, and it is always a tendency that people like something that is the same as them or as homogeneous as possible.
ReplyDeleteNevertheless, it is truly disappointing and devastating to acknowledge that Australia does not embrace diversity in their media within this modern era. Though the article stated that “–They have to tell her the beautiful truth that she just won’t find full-time work in Australia and it’s not worth her while. Black, Asian or ethnic models don’t sell here.” I believe that the media failed to acknowledge how much power they have in changing the perception of the citizen. Media should be aware that they are partly responsible for the creation of certain beauty standards embedded within a society.I think it is particularly important to embrace more diversity, especially in this progressive society. The modelling industry as well as the media plays an important role in determining what is showcased in media. If enough diversity is showcased and embraced, the society will eventually become more tolerant and accepting to diversity. It is about time that countries must start to accept and embrace differences.
DeleteThis article sparks my interest because I am one of those people that are keen in working at a fashion industry someday. The lack of diversity in the fashion industry has always been an issue up until now. With regards to the article, it is a sad truth to know that most of Australian modelling agencies turn down beautiful black, Asian, and indigenous models and told them that they will not find a full-time work in Australia. I think what may cause this issue is that back in the old days, white people are the most privilege people and are considered to be the most powerful ones among any other people that come in different race. People used to underestimate almost every ability that person of color (people that are not white) has. Hence, those people seldom get a high-paid jobs. However, I think things has changed now. The industry has opened its doors to more people of color, plus-size women, transgender women and those who simply don't fit the industry's classic definition of beauty. The fashion industry has to acknowledge that fashion is art and art is for everyone to enjoy and appreciate.
ReplyDeleteBeing a model is not an easy thing, it needs hard work, effort, and persistence. It is hard because there are so many competitor in this sector and it is not an easy thing to stand out. Plus there are so many insults in this industry, like “You’re too fat”, “You’re too skinny”, “You don’t fit”, and others. Being strong is one of the most important character a model should have. However, I disagree with the idea of this news, because in my opinion, in this modern world, there should not be any differentiation especially between races or skins. Well, the agencies said that it is already proven that having an ethnic models will not sell their products well. In my opinion, probably it will be the other way around. Australia’s population is wide, and when you could have some ethnic models, it will reach a new customers and rise the sales.
ReplyDelete