Exploring perceptions on aesthetics and emotional labour experienced by women working in two different clothing retail shops in Port Elizabeth and Grahamstown

Abstract

The retail industry is the fastest growing sector in the economy contributing trillions towards the global revenue. In a post-apartheid South African economy that is experiencing increased buying power, the clothing retail sector to be specific is consequently flourishing. However, the economy is faced by structural adjustments; an accompanying concern is how foreign direct investments and pressures of globalization impact the operation of clothing retail shops. The main focus of this thesis based on the qualitative research methodology is emotional and aesthetic labour being experienced by women working in two clothing retail shops in Port Elizabeth and Grahamstown. Empirical data shows that emotional labour is a dominant form of labour in the clothing retail shops under investigation. The women working as sales assistants are trained to exude a certain emotional aura when dealing with customers to build a relationship that will encourage the customer to purchase from the shop. Aesthetic labour on the other hand is an important public relations strategy used as sales assistants dress in a way that represents their company brand. Edgars employees dress elegantly because they focus more on formal dressing whilst Mr Price employees dress more casually because they focus on casual and relaxed fashion. Besides these external attributes, the study showed that certain aspects of the job are fairly similar. With codes of happiness and strings of dissatisfaction towards their job requirements, the women's social lives suffer the atrocities of their long working hours and limited off-duty days.