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| Author: | Pettinger, L. |
| Title: | Gendered work meets gendered goods: Selling and service in clothing retail |
| Journal: | Gender, Work and Organization
2005 : SEP, VOL. 12:5, p. 460-478 |
| Index terms: | Clothing industry Consumption Fashions industry Gender Retail industry |
| Language: | eng |
| Abstract: | This paper examines the gendering in the field of clothing retail. Three different forms of gendering are defined: gendering of the work tasks, the gendered structure of the occupation and the gender of the retail environment. The article focuses on the definition of aesthetic labour, which has a significant role in clothing retail. Retail workers are a part of the branded image and identity of a fashion store, therefore, they model the products that they are supposed to sell. According to this article, enacting particular forms of feminity is fundamental to the gendering of work in the clothing retail sector. |
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