Over the weekend I had the opportunity to attend the Chicago Auto Show. At first I thought this event was all about cars, but then I found out it has a fashion aspect as well. The Chicago Tribune calls the auto show models, “car geeks in dresses and heels.” I enjoyed looking at the cars, but I found myself watching the models more. The models were more successful at selling the cars than the actual display itself. So the question is, do looks sell?
The models dress very classy and most of them were wearing colors such as black or blue. Their goal is to model the car, but it seems most of the attention is focused on them. The models are more than just pretty faces in heels, they are trained specialists that provide information about cars. In 2011, 74 percent of Chicago Auto Show attendees were men. “So why not have a beautiful woman provide that information about the car, to get them interested?”
Models say they can earn anywhere from $200 to $500 per day. Wow! I wish I could dress up, put on some heels, and stand next to a car for that! When it comes to marketing and advertising, fashion is very important. “Forget the big hair, sequined gowns and cleavage. Modeling at auto shows has taken a decidedly more pedestrian turn, with “ordinary-looking” people being the most sought-after types to shill for all the shiny new vehicles.”