What is a "market" or "markets"?  It is a term used to describe the countries, states, and cities where model agencies are located. They are defined by the type of clients and models that work there. Because the clientele varies in each city and country, so do the model specifications.

PRIMARY MARKETS

Primary markets are predominantly home to all the major designers and magazines. Countless models flock to these fashion Meccas; inundating agencies and creating fierce competition. Even though these markets also have catalogue and commercial clients, top agencies seek young models that are very tall, slender, and have edgy features - which are commonly booked for editorial and advertising work.

SECONDARY MARKETS

These are the most competitive secondary markets, but there are other model agencies located in additional cities. The majority of their client base is catalogue and commercial.

With the exception of the Asian market, which has a very specific look and size requirement, agencies are open to a broader age range, size, and look for their models. Nevertheless, many of the cities in this category still have high-end editorial and advertising work that warrants agents to represent a few 'image' or top models.