Going For The Look - Free Essay Example

Going for the Look In today’s younger, trendy, fashion stores, people are being hired for their looks and less because of their brains. Marshal Cohen, a senior industry analyst, argues about why hiring better looking people helps a store’s environment. Making a certain brand more desirable to buy, meaning the company shall make more money. Stores such as Abercrombie and Fitch have already set their image using this technique and have become quite successful. Hiring attractive people is not illegal, but it is indeed useful and profitable. Popular fashion stores know that using good looking employees will make them money. Walking into any one of these stores, I immediately notice how great the people are looking there. I then begin to wonder if buying these clothes will make me look great also. This is exactly what Cohen mentioned about and quite frankly, he’s right. The effects of using these walking billboards have affected me, and I am just one of the mass of people that also are going to be affected. Not only does having a nice environment persuade a person into buying a product of the store, it also makes the store a place that someone would want to just hang out in. And of course it is pretty hard to just hang out without buying anything. This highly profitable idea is easy as just offering an attractive person that walks in the store a job. Certain stores have a certain image that is shown by the employees and models representing it. Abercrombie and Fitch for example, has a Caucasian, preppy image. So to keep this image, Abercrombie prefers to hire preppy looking Caucasians. Tom Lennox, Abercrombie’s communications director says, â€Å"Brand representatives are ambassadors to the brand. We want to hire brand representatives that will represent the Abercrombie and Fitch brand with natural classic American style, look great while exhibiting individuality, project the brand and themselves with energy and enthusiasm, and m ake the store a warm, inviting place that provides a social experience for the customer. † This is another reason why people would buy this brand, simply to copy the image of a preppy Caucasian. Different brands have different images that set an environment that attracts different groups of people. Implementing the use of an image is an ingenious way to simply make more money, but there are others who disagree to this idea. Discrimination is a huge argument that is used when trying to prevent the hiring of only good looking employees of only certain ethnicities. There is nothing wrong when hiring someone because of the fact that they look great. If this was the problem, models could be ugly, fat, skinny, and anyone could get the job if they wanted to. The only real problem I see is these companies hiring only certain ethnicities. This is a favoring of a certain ethnicity, but mainly to set an image. People who do not get the jobs because of their ethnicity make the argum ent of why this is discrimination, but really they aren’t being hired because their ethnicity is hated. It is just because they cannot display the image as well as the company would prefer. Hiring just because of looks is a profitable action that has others opposing the idea. Companies will choose whether or not to do this, but it is inevitable to avoid. There is modeling and other jobs that require good looks. Even if opposed, this idea will draw in more customers due to the image being relayed, making the company that uses this idea money and successful.