Aesthetic Labour

Question 1

Key principles

Answer 1

Aesthetic skills- emphasis the importance of appearance style and mannerisms as part of their job role
Brand image- Aligning employee aesthetics with the companies brand image to enhance customer experience
Emotional labour- Employees manage their emotional and presentation to project the desired company image.

Question 2

Techniques

Answer 2

Hiring for aesthetics- recruiting employees based on their looks and style to match the band image
Training and grooming- providing training in personal presentation, grooming, and behaviour
Uniforms and dress codes- implementing specific dress codes or uniforms to maintain a consistent brand image

Question 3

Benefits

Answer 3

Enhance customer experience- Aesthetic labour contributes to a more engaging and appealing customer interaction
Brand consistency- consistent employee appearance helps reinforce the brand identity
Competitive advantage- a strong aesthetic appeal can differentiate the company from competitors

Question 4

Critisms- aesthetic labour

Answer 4

Discrimination- hiring based on looks can lead to discrimination and lack of diversity
Employee well being- pressure to maintain a certain appearance might detract from other important employee morale and mental health
Superficial Focus- overemphasis on appearance might detract from other important skills and qualifications

Question 5

Virgin Atlantic Airline- application

Answer 5

Uniform- iconic,stylish uniforms designed by fashion designers to project a sophisticated and professional image.
Grooming standards- strict grooming standards for flight attendants, including hair, makeup, and attire to maintain a polished appearance.
Customer Interaction- Emphasises courteous and charismatic behaviour to enhance the passenger experience.

Question 6

Benefits- Virgin Atlantic

Answer 6

Brand Image- strong, consistent brand image aligned with luxury and high standards
Customer Experience - A polished, professional appearance enhances the overall customer experience
Market differentiation: Distinctive uniforms and grooming standards set Virgin Atlantic apart from competitors

Question 7

Criticism- Virgin Atlantic

Answer 7

Pressure on Employees- High expectations for appearance can create stress and reduce job satisfaction
Discrimination risk- emphasis on aesthetics may lead to discriminatory hiring practices
Overemphasis on Appearance- Focus on looks might overshadow other important attributes like customer service skills

Question 8

Harrods- application

Answer 8

Dress code- strict dress code and grooming standards for employees to project an upscale, elegant image
Customer service training- training in etiquette, posture, and mannerisms to align with the luxury brand image
Visual merchandising- employees trained in visual merchandising to maintain the stores high aesthetic standards

Question 9

Benefits- Harrods

Answer 9

Luxury brand image- consistent, high-end appearance reinforces Harrods’ reputation as luxury retailer
Customers perception- aesthetic labour enhances the perceived value of the shopping experience
Employee Pride- working for a prestigious brand with high standards can boost employee pride and satisfaction

Question 10

Criticism- Harrods

Answer 10

Employee stress- Maintaining high aesthetic standards can be stressful for employees
Exclusivity- emphasises on a specific aesthetic might exclude talented individuals who do not fit the visual criteria
Costly implementation- enforcing and maintaining strict aesthetic standards can be expensive