A Model Business

Last Updated on Sunday, 13 September 2009 13:52 Written by Ron Vaniva Sunday, 09 August 2009 16:11

Model Agencies In SL™

Shopping seems to be the life blood of SL. It seems that no matter where you go, no matter what you do, you see retail clothing stores. This is where the entire fashion industry is graded on its performance. If you do well, there are sales, if you don’t… well, there’s always next season.

Fashion, more than any other industry is about “look”. The designs, as good as they might be on the hanger need the right model to bring them to life. Enter the SL model agencies and businesswomen like Leah Oskar and Jennifer Warden.


The Business Models

One extraordinary aspect of SL business is that people can follow their passion, whatever that passion might be, and these two women exemplify the success that results from that drive. As much as business in SL is about identifying a market and filling a need, it is fuelling that passion. For Leah Oskar, it was helping others.  “I like to help people with whatever they like to do. If its modeling I try to show them where they can get what they need… if a Newbie comes to me I will give them some good skins and clothing… and if a agency owner comes to me and ask if I can lend a hand [to assist them] I will.”

Leah Oskar, a former RL model and frequent attendee of fashion shows in London and Paris, now finds herself as COO and Model of The Other Modeling Agency (TOMA); GM, Model, and Image Consultant for Avant Inc; Model for the JSE Model Agency; Photographer; and as of August 8, 2009 one of SL’s newest Designers and owner of LA Designs.

Leah’s pursuit to help others has in fact presented her with a number of business opportunities that she has gladly seized, turning every facet of the fashion business to her favor. Refusing to let things be, she’s taken steps to strengthen the industry as a whole by forming SL’s first Model Agency Owners Group, where agency owners may network, share experiences, and become stronger by doing so.
   
Jennifer Warden came to SL and wound up discovering herself. “…I really conformed at first [and] became real unhappy with the look of my avatar… [it] took the joy out of SL for me.”
 Jennifer, a self described black woman with curves had began SL with a skinny avatar. “…my partner at the time was a real mentor for me… he saw my unhappiness and started pushing me to start my own agency.” In addition to the “skinny” bias, Jennifer also decided to attack practices that she saw as injustices’ such as not paying models for runway shows. “I really believe that the models work hard to put on the shows, different outfits, money spent on accessories, long hours and practice, to end up with a few new outfits they may not really like!” So Jennifer started MWC Fashion House (Models With Curves).

 
The Model Business

As explained by Ms Fuzz Lennie, GM of MWC Fashion House, modeling includes most any work that showcases a designers work. That would include live runway shows, print ads, in store posters, and in-house showcases where models are hired by designers to wear the designs in the store.

Most agencies only involve themselves with runway shows and events. While services vary from house to house, designers usually contract agencies to  manage the show (the practices, outfits, disc jockeys, master of ceremony, etc), handle the promotion, invitations, VIP’s, models, store owners, photographers, press and the like. As Fuzz explains it, a business minded designer is going to ask the agency, “What is in it for me?”A good agency will be prepared to answer that question with a host of services that will provide a venue not only for the artist’s creations but the ability to promote the designer in ways that will increase sales.

Agencies do not lack for overhead. A good agency is balanced. “There are people who takes care of our model[s] and there are people who takes care of the business…” explains Ms Lennie. “…meaning we are not concerned about having models on our runway, but we are also intent on hitting the clients sales target.”

Agencies may charge in the neighborhood of L$ 1,500. This typically includes use of their runway, their in house Master of Ceremony, a number of their models, and some sort of pre show publicity and promotion. If a designer has a large collection, there is usually an extra fee for each time a model must change, and walk the runway. Additional up charges would include Disc Jockeys, and any other special features a designer might request.

Model Behavior

Amber Quinzet, a model who works for a number of agencies helped me understand what the business looks like from her perspective. Modeling since just May 2009 she already has a stellar reputation among the agencies that she works for.”I created a look that I love and felt would be welcomed in the model world and it has. But as a model you have to be adaptable and I will change my image, shape and skin if the designer requires that.”

Models may expect to be paid anywhere between L$200 – L$ 1,000 per show, depending on the agency and show, plus they keep the skin, accessories, and clothes; and between L$ 200 – L$ 500 for prints (which agencies generally do not get a portion of). While the agency qualifies the designers, it’s up to the models themselves to check out the agency they sign with. Model Katherine Comet suggests “Agency Report”. For agencies to stay off the “bad list” and to attract the best models, Katherine advises the agencies to keep the drama to a minimum, don’t try to slander other agencies, and never try to take money from a model simply for them to be listed with your agency.  The latter apparently being the cardinal sin for which no agency may be forgiven.

Women who are in the business says that modeling should be fun, and approached simply for  the interesting people you meet and the enjoyment one receives from the experience.  Amber  notes, “The good modeling agencies will make it clear that you’ll pay out more in training than you will ever get paid for doing the work!”