The Hairstyling Industry in the UK - Case Study Example

INTRODUCTION The hairstyling industry has undergone tremendous breakthroughs from the past century. As people, especially women, became increasingly aware of the importance of aesthetics in almost all facets of human life, the hairstyling industry began its exodus of discoveries. In an advanced and modern nation such as the United Kingdom (UK), there are innumerable salons as well as hairstylists who serve the wide array of clientele. There are small independently owned salons operated by private entrepreneurs. As opposed to this, there are also large chain salons owned by several individuals or a group of businessmen who target every inch and nook in the commercial districts of the nation. It is the objective of this paper to present a thematic analysis concerning the working experiences of two (2) distinct hairstylists in the UK. Each hairstylist represents one kind of salon classified according to size: from a small independent salon versus that from a large chain salon. According to Fereday, a thematic analysis is a “search for themes that emerge as being important to the description of the phenomenon” – in this case, any underlying difference or similarities in the hairstyling business. This is determined from interviews conducted as part of an ESRC project about learning in the workplace during the years 2004 – 2007. As part of the thematic analysis process, coding is required. Fereday, in their article, defined coding as “a process in thematic analysis which involves recognizing (seeing) an important moment and encoding it (seeing it as something) prior to a process of interpretation”. Accordingly, he mentioned that the primary objective of coding (or tagging) is for “data retrieval. It is used to classify text according to theme, so that later on, when doing analysis, it is easy to retrieve all passages that relate to a given topic. The essence of thematic coding is classification.” Finally, to enable one to reach conclusive arguments from the codes and themes presented, analytical memos are necessary. According to Usability Glossary, analytical memos are “brief notes used during the coding and construction of data that summarizes a possible interpretation or analysis of the data. Accordingly, memos assist in remembering particular analysis and enable one to focus future data collection and coding to explore ideas in the memos.” THEMATIC ANALYSIS 1. Primary Objective. It is imperative to note that the primary objective of going through with the interview or data collection was to represent the subjective viewpoints of hairstylists who shared their work experiences in their specific work place. The questions asked are not structured in such a way that they are precisely identical in explicit terms and in number. However, it is eminent that despite the difference, there still appeared similar codes which provided clearly defined themes in the interviews. 2. Summary of the Data and Identification of Initial Codes. The table on the next page presents an initial summary of the data and the generalized codes that evolved from the results of the interview. CODES SALON 1 SALON 2 Profile of a Good Hairstylist * trained in college * good listener * able to communicate * able to communicate * willing to learn * with good people skills Characteristics of the Salon * cheaper * friendly atmosphere * familiarity to stylists * provides good service * nice * specialization of tasks * offers coffee/magazines * offers coffee/magazines Customer Profile * narrower age bracket * wide age bracket * no mention of multi-race * multi-racial Personal Preferences * coloring * variety * variety Strategies to ensure Customer returns * pay more attention * friendly atmosphere * explain the products * high standards and what you are * good customer service doing to the hair * get customers involved on what is going on in the salon and talking about the clients’ hair 3. Connecting the Codes and Identifying Themes. Theme1. Both hairstylists from the small salon and large chain salon revealed that the most important characteristic that a good hairstylist should possess is having the ability to communicate. Good communication skills are very important in salons, regardless of the size, because the hairdressers deal with the customers directly. There is a “personal touch” involved. They are expected to relay important information with regard to appropriate hairstyles and products that the salon offers. By communicating well, the hairstylists are able to build rapport and in turn, the customers gain confidence in the services they render. This point is well expressed in both interviews and therefore is validated by the result of the interviews. Theme 2. A good salon is preferred by clients when it provides good customer service. This entails answering the needs of the clients – being able to deliver what is expected of them. When expectations are met, or more importantly, surpassed, customers regard the salon as having good customer service. All the factors and codes mentioned in the interviews fall under customer service. These are: maintaining a friendly atmosphere, keeping high hairstyling standards, getting customers involved, explaining to the customers the salons’ products and services, and offering them coffee and up-to-date magazines. It is interesting to note here that by offering the clients coffee and magazines, the clients perceive that salons offer them good customer service. Theme 3. The variety and array of clientele widens depending on the scale of the business. This is an interesting point because based on the experience of Interviewee Number 1, the age group of her client is mostly confined to that which resembles her age group. In a large chain salon, there is more varied age clients due to the larger number of hairstylists employed. However, this theme can be further validated by interviewing more samples before arriving at a more conclusive generalization. Theme 4. Constant updates and training in new hair trends could be learned from courses and by reading updated magazines and journals. Training is another important factor recognized by hairstylists in both types of salons. Due to the fast pace of trends in the hairstyling business, it is relevant to keep oneself updated in this field. Regular training courses, reading magazines and journals, as well as learning from more experienced peers enables hairstylists to improve their craft. It is interesting to note that it was quite unexpected that older stylists had different knowledge and background than younger ones (interview 1). Further, it was revealed that there are techniques that might be considered “old fashioned” and possibly, “passé”. This is due to technological development in this field. The discovery of new products which provide better aesthetic features coupled with improved consumer testing methods enabled new techniques in this endeavor. Theme 5. To ensure that customers come back to their respective salons, the hairstylists recognized the need to let their clients be involved in the services and products they offer. The success of a salon largely depends on the customers coming back for return service. It is the creative strategies of both the hairstylists and the owners of the salon to ensure that customers patronize their services. Apart from the skills, qualifications, and expertise of the hairstylists, the owners of the salon should do their part in providing innovative products and services to entice their clientele. The physical structures of salons have been improving in the past decade. The more “futuristic” a salon appears, the more inviting it becomes. However, there are clients who seem to be intimidated by the “expensive” looks. The structure therefore should provide a more inviting atmosphere to cater to a wider income group. 4. Corroborating and Legitimating Coded Themes. Corroborating is the term used to describe the process of confirming the findings (Fereday). From the identified themes using the data collected, the summary of codes, and the consistency in results of the interviews, a summary of recommendation is appropriate. For both small independent salons and large chain salons, the prominent characteristic needed to classify a hairstylist as “good” or excellent would be his or her ability to communicate. This ability is enhanced by other attributes such as being a good listener, involving the clients in their performance of service, and their willingness to learn innovative ideas. There should always be some creative effort to entice the clients to return. However, it is also very important that the hairstylist have genuine interest for their job. It is this factor that makes a hairstylist stands out in this endeavor. By loving what you do, one would perceive work as not work at all but as part of life. The scale of a salon does not ensure the ultimate success in customer “come-back”. It is the ability to provide excellent customer service that defines its appeal. Customer service simply means answering the needs and expectations of the clients. In order to do this, there should have been studies made on the specific needs and demands of the target market. Recognizing that each client has a different need from another makes this task even more challenging. 5. Limitations of the Study. Although the main objective of this paper is attained, i.e., presenting a thematic analysis of two interviews concerning the working experiences of hairstylists in the United Kingdom, part of the analysis is to identify what the limitations are. For a study to be complete, an appropriate sample size would improve the validation of results. A larger sample size will provide a more conclusive generalization. Further, although the age and sex patterns of those interviewed are the same, other demographic factors were not considered in this study. Some important factors which could alter the results are as follows: nationality, educational background, training, work experience, among others. The manner by which the interviewees responded depends highly on most of these factors. Their knowledge on training courses are related to the number and quality of training they have attended. And since the interviewees are both very young, their work experiences and training are still to be honed by the number of years of experience as hairstylists. Finally, the structure of the questionnaire solicited differences in responses. The failure to ask an interviewee on areas of motivational factors on the job could have been a relevant code which could have provided another interesting theme. There was also an interesting response in appraisal elicited by another interviewee which was not expounded. This still is another area which is important in the performance of a job responsibility. CRITICAL CONCLUSION The interviews on the work experiences of two hairstylists from diverse salons provided the appropriate impetus to learn on the process involved in thematic analysis. To ensure that the quality of this analysis is not compromised, it is the responsibility of the interviewer to be as objective as possible in screening, encoding, summarizing the subjective perceptions of the interviewees. This was highly possible because of the step-by-step process indicated in the analysis. By noting the objective facts and eliminating judgmental factors, the quality of the analysis is sustained. Hairstyling industry in the United Kingdom and in other parts of the world are increasingly becoming more aware that there are more important factors to consider to make it “big” in their field. The emergence of a variety of products which cater to different customer types already pose a great challenge to hairstylists to keep them updated in this area. The ability of large chain salons to carry diverse products gives them the advantage over small private salons. However, the more “personal touch” that small private salons give to their customers is an indispensable edge that makes them tick. Apart from products and services, hairstylists should always be concerned on improving their skills. Like other job responsibilities, performance appraisals should be given to monitor their qualifications and competencies. Having determined the attributes which make hairstylists in demand, the next step is to find out the genuine interest for the job. Many salons are looking for hairstylists with innate artistic skills. Although this profile is not immediately identifiable, experience would spell the difference. The services rendered by hairstylists on famous celebrities and personalities become the trademark for trends and fashion in the industry. Most celebrities practice loyalty in employing their respective hairstylists over a period of time. The hairstyling industry could never thrive with traditional and conventional hairstyling methods. The frequent discovery of products, coupled with increasing consumer demand for improved features make this industry dynamic. Whatever the trends are, the profiles of both the salon and the hairstylists follow. It is important to keep one abreast to the demands of the times. APPENDIX Coding List with Definitions Interview 1 CODES DEFINITIONS Her training * did not focus much on old fashioned techniques Training of Old Stylists * different knowledge and background than younger stylists – not expected Old fashioned techniques * focus on “Blow drying, perming and setting” Weekly ladies * regular customers who come on a weekly basis Customer Profile * younger for young stylists – somewhat expected Word of Mouth * a marketing strategy where customers patronize products and/or services based on referrals from friends, peers and acquaintances Variety (doing different things)* an important job factor which motivates hairstylists to prevent boredom and routine Customer Profile * clients listen to what the hairstylists suggest because they know what they are talking about (willingness to innovate and try new things/styles) Conventional * sticks to old style, makes hairstylists do what customers want and not what hairstylists want for them Small Independent Salon * smaller than town salons, where services are cheaper Town salons * basically considered large chain salons where services are considered more expensive Interview 1 CODES DEFINITIONS “come-ons” * offering clients tea or coffee (for small salons) and/or beer or wine (for large chain salons) Her belief * offering beer or wine is not really worth it or not called for in this kind of business Service offered * familiarity with hairstylists and work done by the hairstylists Her view of large salons * (someone different all the time) specialization of tasks; coloring done by another person, styling by another, trimming still by another one Profile of a good stylist * learned everything at college * be able to talk to people * not shy * want to learn more * innovative (not just stick to the same thing all the time) Sources of New Ideas * magazine (Hairdresser Journal) where hairstylists write about new styles and products and shows Things are changing always * fads and fashion updaters on new hairstyles come often Training Courses * courses on coloring and shows like Patrick Cameron Show where it is similar to a catwalk show Interview 1 CODES DEFINITIONS Catwalk Show * a show usually presented by fashion models in a narrow, elevated walk Junior Stylists/ Saturday Girls * are stylists who are new and needs additional “on-the-job” training Courses * show updates on styles and cuts and hairstylists draw pictures of them and use these notes to share to other hairstylists Competition * other salons where customers can choose from to avail of products and services Effort for Customer Returns * pay more attention to what the clients want, explain what the hairstylists do and what brush and shampoo to use Camaraderie * friendly feeling among co-workers (no “moaning and bitching about one another in the staffroom”) Genuine Interest and Love for work * factors that help make both the hairstylists and the salon become successful Interview 2 CODES DEFINITIONS Qualification Levels * levels of training that a hairdresser/stylist undergo in a salon Classification of Levels * different hairdresser salons classify technical competence and qualifications differently (no standard qualification levels for all) Profile of a Good Stylist * listens to the clients * patient * good people skills * can communicate well On the ball/ On top of the game * always on top of things; updated in latest trends Experience * builds confidence and assists in ones ability to deal with different people Newly graduate * (from finishing school) she views herself as not being trusted by people in terms of competency Large Chain Salon * friendly atmosphere * familiar with customer-hairstylist relationship * hairstyling standards are high Standards * reliable or established as a basis for comparison in Measuring Service * nice treatment, friendly Interview 2 CODES DEFINITIONS Comparison with other Salon * additional service like offering coffee, new magazines; talk about products and services; look after the clients; get them involved and make them “feel at home” Training * go on courses to improve skills and be updated Appraisal * to review the performance of the hairdresser every three months as a basis for promotion, increases, and the like Creative Cutting Course * one of the courses offered to hairdressers to update them on the current hairstyling trends in the market Routine * doing the same thing over and over; causes boredom Photos of Clients * used to review and appraise if the style chosen was appropriate for the client or other styles can be suggested in the future Learn from other Stylists * sharing of ideas to help improve styling skills Profile of Clients * wide range of ages ranging from young, middle-aged to old * multi-racial (Afro-Carribean, Asian, White, Chinese) (good because it helps them hone their skills in working on different hair types and in the manner they communi- cate with the clients) APPENDIX: ANALYTIC MEMO Profile of a Good Hairstylist * trained in college * good listener * able to communicate * able to communicate * willing to learn * with good people skills Both hairstylists from the small salon and large chain salon revealed that the most important characteristic that a good hairstylist should possess is having the ability to communicate. Characteristics of the Salon * cheaper * friendly atmosphere * familiarity to stylists * provides good service * nice * specialization of tasks * offers coffee/magazines * offers coffee/magazines A good salon is preferred by clients when it provides good customer service. It is interesting to note here that by offering the clients coffee and magazines, the clients perceive that salons offer them good customer service. Personal Preferences * coloring * variety * variety Interesting because viewing work as having variety, meeting different people, creating different styles motivate hairstylists in their job. Sources of updates * magazines * other hairstylists * shows * creative cutting course * other courses * clients themselves Recognizing the importance of training by identifying a variety of sources to update trends in the hairstyling business. Customer returns * pay more attention * friendly atmosphere * explain the products * high standards and what you are * good customer service doing to the hair * get customers involved on what is going on in the salon and talking about the clients’ hair It is important to make the customers involved in what the hairstylists are doing in their hair. REFERENCES Fereday, J., & Muir-Cochraine, E. (2006), Demonstrating rigor using thematic analysis: A hybrid approach of inductive and deductive coding and theme development: International Journal of Qualitative Methods, 5(1), Article 7, Retrieved from http://www.ualbert.ca/-iiqm/backissues/5_1/html/fereday.htm Usability Glossary: Analytic Memo, http://www.usabilityfirst.com/glossary/term_406.tx1 Introduction to Thematic Coding, retrieved from http://www.analytictech.com/geneva97/thematic.htm Read More