Viral Marketing or Brand Image?

 

It's gone viral on social media: a boutique in China with an entire staff of incredibly stylish and attractive people. Is this a new marketing technique? Let's talk about it!

As we all know, employees are the face of their brand. The very first thing customers notice when they walk in is the staff. Having a polished appearance, complete with makeup and a friendly smile, is one of the most important criteria for working in retail.

It was the same for us back in the day. Even though our uniform was all black, the first thing our manager would check before we opened the doors was that we had our lipstick and mascara on and that we looked bright and ready for the day.

I even remember wearing a nude-colored lipstick once, and my manager told me that the color didn't do anything to brighten my face. Another time, a coworker was spoken to because her skin had started to break out, and they suggested she either change her facial cleanser or see a dermatologist.

It was just like our boutique, which sold high-class, premium women's clothing. Our persona had to match the brand's image; we always had to appear elegant, from the way we spoke to how we dressed.

It’s the same principle for that viral boutique in China. They represent the vibe of a younger generation that's daring, bold, and adventurous. It only makes sense that their staff needs to look the part because they are the living representatives of the brand.

So, after all that, is it a marketing technique? The answer is "Yes" for marketing and "No," because at the end of the day, your image is a reflection of your brand.

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