'Doing the brand': aesthetic labour as situated, relational performance in fashion retail.

Autor/inn/en	Cutcher, Leanne; Achtel, Pamela
Titel	'Doing the brand': aesthetic labour as situated, relational performance in fashion retail. Gefälligkeitsübersetzung: 'Die Marke verkörpern': ästhetische Arbeit als situierte, relationale Vorstellung im Mode-Einzelhandel.
Quelle	In: Work, employment and society, 31 (2017) 4, S. 675-691 PDF als Volltext Link als defekt meldenVerfügbarkeit
Sprache	englisch
Dokumenttyp	online; Zeitschriftenaufsatz
ISSN	0950-0170; 1469-8722
DOI	10.1177/0950017016688610
Schlagwörter	Zufriedenheit; Konsumverhalten; Marketing; Personalauswahl; Arbeit; Berufliche Identität; Geringfügige Beschäftigung; Einzelhandel; Verkäufer; Berufsrolle; Habitus; Physiologischer Faktor; Australien; Sydney
Abstract	"This article explores how company requirements to consume and perform the brand impact on the attachment fashion retail employees have to the brand. The research finds that over time some workers' attachment to the brand grew, whereas for others it diminished. To explain these differences, the article develops the idea of aesthetic labour as a 'situated relational performance'. Attachment to the brand was mediated by both the 'situated circuit of activity' in which the work was performed, incorporating the brand strategy, the clothes and the store layout. It was also mediated by the sense of distinction generated through a performance of a body for others." (Author's abstract, IAB-Doku).
Erfasst von	Institut für Arbeitsmarkt- und Berufsforschung, Nürnberg
Update	2018/1