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News Day Tuesday: Hierarchy of Hotness
Posted by Kathy
July 7, 2009
Categories:  What's Crackin'
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Aha!  Today is Tuesday and for once I remembered to do the news.  Go me.

So what should we talk about?  There’s been a lot going on…a bunch of celebrities passed away, the world is still reeling from Michael Jackson’s death, China’s dealing with a flood,  Sarah Palin announced her resignation, and Wimbledon hosted Roger Federer’s record-breaking 15 Grand Slam titles and the FOURTH all-Williams final (this time Serena beat her sister Venus).

But, since it’s the summertime, I thought I’d dust off an article I came aross last summer.  I’ve been meaning to post it here, but never found a good time for it.  Anyway, the article is about the so-called “hierarchy of hotness” that exists in parts of our society.

So, there’s this clothing company called Abercrombie & Fitch…maybe you’ve heard of it?  It’s popular among the young folk where I live.  Before I read this article, I heard through the grapevine that Abercrombie hired only certain kinds of people – people with a particular look, one that promoted the brand’s image.  Anyway, my cousin actually worked for them one summer when he was in high school.  He said that the good-looking people worked the front of the store, where they acted as “models,” whereas the less good-looking people worked the back (doing stock and inventory, etc.).  When he told me this, I was shocked because I had no idea Abercrombie sold clothes.  Every time I walk by there, I nearly pass out from the cologne or whatever they use, so I never go in.  I thought they were some kind of nudist colony because all I ever see are these huge posters of half-naked guys.  If you’re selling clothes, shouldn’t those guys be wearing some?  (Case in point: their homepage.)  But I digress.

Anyway, apparently Abercrombie rates the attractiveness of their employees, for…I guess you could say…quality control purposes.  But hang on, hang on…keep in mind that this is legal, as long as the company doesn’t discriminate based on race and gender.  Actually, Abercrombie has been sued for just that, but they are working on improving things.

Back to the article.  At issue is whether or not rating physical appearance like this, especially for a market that is largely made of young people, is healthy in the long run.  Remember, it is legal.  But is it ethical?

Go ahead and read the article, then come on back here and tell us what you think.  This is a clothing company after all.  Image branding is a huge part of their marketing power.  You see it everywhere – attractive people are hired to sell goods.  Is there anything wrong with this?  How far should companies go in this regard?

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G

July 7, 2009

A nudist colony? Hahahaha. Oh, Kathy. Yeah, we don’t have that store where I live, but their behaviour doesn’t surprise me. I’m, tempted to find one and apply now :P


Laurenelle

July 7, 2009

I personally have only ever been in Abercrombie once and have never gone back. While I do understand the importance of image, I’ve always thought that Abercrombie & Fitch took that idea to an extreme beyond most other clothing stores. When I recently walked past the store’s doors, an employee was standing outside shirtless and lots of girls were taking pictures with him before going inside to shop.
Presentation is important, and I wholeheartedly agree that people should try to look nice for work – aspects of appearance such as clean, matching clothes and a well-maintained appearance can do a lot for image – but I’ve always felt that Abercrombie & Fitch goes too far in that respect.


Jenipher

July 7, 2009

I’ve heard of this store. I think it’s crazy to do such a thing. I say it’s completely and entirely unethical. One should be judged by skills and things like that. I know they’re trying to keep an image for their line to sell and what not but still, that’s what the posters are for, right? And even then, I think they should stop putting all those skinny models in those posters and ads. This is the reason why I support Dove and what they’re doing. Promoting beauty in all its ways, we’re all beautiful! :D Why should there only be certain kind of people in those ads? Right?

Oh, my mom mentioned it should be illegal being judgmental on what you look like. (ie pretty, ugly, blah that’s crazy!) Surely enough employees should look their best, and in many companies that’s a must and that’s okay because you can’t just go looking like crap to a working place, I mean, come on! You’re representing the company’s image. But that’s as far as this clothing store should go. Unfortunately, they go wayy beyond. :(


krobbie428

July 7, 2009

This is just Abercrombie being Abercrombie. They’ve always had the image of “hot all-Americans” selling their product. I was actually shopping at a mall and the Abercrombie drones tried to recruit me as one of their “models” aka store associate. Politely I passed, but I still found the whole situation bizarre. Anyways, A&F has a history of pushing the envelope with their clothing (thongs for girls!!!), so the article doesn’t surprise me at all.

Check out this article on them…
http://www.sfgate.com/cgi-bin/article.cgi?file=/chronicle/archive/2002/05/23/MN169472.DTL&type=printable


crisball

July 8, 2009

i was excited to see an abercrombie store when i went to california, its was a tourist scenery for me. although i didnt went in cause the the facade felt completely like i have nothing to do in there.

yeah good looks sell but to use pure physical attraction to define a brand is weak and inauthentic.


Megs

July 11, 2009

Well,i really don’t know if it’s ethical or not,but i have to tell you that Abercrombie isn’t so bad company at all,the clothes are great and very comfortable!