Analysis of Casting-Managers’ Stated Preferences Towards Fashion Models

The paper investigates fashion models specific characteristics which are important for managers during casting in a modelling agency. Specific ones include body parameters, communication skills and the quality of the photo portfolio. For the main purpose the stated preferences approach is used. This paper uses an experimental design to obtain data over 90 managers from Russia and CIS countries. The discrete choice experiment simulates the situation of choice during casting in a modelling agency. Relevant attributes for the experiment were derived from a pilot questioner. The data obtained were analyzed by mixed logit and latent class models. The results do not show a persistent preference for the body parameters as candidates might be informed about the strict bodily requirements of the industry. A type of a model has a significant contribution to the probability of choosing a candidate. Moreover, agencies pay attention to the quality of the model’s portfolio and value the lack of a portfolio higher than the presence of low-quality work.