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Witz, Warhurst and Nickson (2003: 44) point out that, for many companies, employees have become part of this branding exercise, with ‘aesthetic labourers … the animate component of the material culture that makes up the corporate landscape’.
Aesthetic labour is a concept based on the notion that employers in parts of the service industries described as the ‘style labour market’ (Nickson, Warhurst and Dutton, 2004: 3), such as boutique hotels, designer retailers and style cafes, bars and restaurants, require ‘aesthetic skills’ in addition to social and technical skills from their workers (Warhurst and Nickson, 2005)...
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