Mother Agency as the Main Stakeholder in Model’s Career in Asian Market

Rapid growth of the Asian fashion industry necessitates a greater number of professional models for advertising products. As a rule, a mother agency is engaged in the promotion of models in this market. However, there is an opinion that the mother agency does not play a significant role in their career and models can promote themselves independently, for example, with the help of social networks. The goal of this research is to explore agencies’ role using cross-cultural and stakeholder theories. Also, mother and international agencies representatives and working models passed in-depth interview, which is used as the main research method. It is expected to receive a determined vision of each participants in relevance of model-agency partnership. Moreover, will identify whether is it possible to exclude one of the parties from this business chain and offer the alternatives scenario for each outcome. Based on this information, it will be possible to indicate the current trends of nowadays fashion modeling market.