Friday, May 31, 2013

5/31 Friday's Fix

ABERCROMBIE AND FITCH
"Cool Kids" Controversy



Since its conception, Abercrombie and Fitch has been the cause of much controversy. Between selling sex to children and advertising homoerotic images, it would appear that the company is far too liberal to receive your grandmother's blessing. Recently, controversy has resurrected over a statement made by Abercrombie and Fitch CEO Mike Jeffries in a 2006 interview with Salon.

Mike Jeffries: "That's why we hire good-looking people in our stores. Because good-looking people attract other good-looking people, and we want to market to cool, good-looking people. We don't market to anyone other than that."

Causing an uproar within the country, this statement has given us another reason to hate A&F, and as a result, many angry customers have boycotted the company. This statement alone brings up many arguments concerning discrimination. First and foremost, during the hiring process, the company discriminates against their employees. Who are they to judge whether or not a person looks good enough to work in their stores? Secondly, the company discriminates against people who are not cool or good-looking enough to shop in their stores. Who are they to decide who is and is not worthy enough to shop in their stores? Lastly, the company discriminates against people who are not cool or good-looking enough to wear their clothing. Who are they to determine what other people put on their backs?

To be perfectly honest, I do not see one thing wrong with the business plan and concept of A&F. They are a business, and just like any other business with a plan, they must decide on a specific target market to cater directly to. A&F is running their company no differently than any other company. For example, Chanel markets to the wealthy. Should we riot against Chanel because those who are less well off can not afford their clothes? Craftsman markets to the handyman. Should we boycott Craftsman because they do not sell tampons? A&F markets to cool, good-looking people. Why, in this situation, are we disturbed simply because the company wants people to look good in their clothes? More importantly, why would you even purchase and wear clothes that you don't look good in? That's how you make the Living Like Lily "Terrible Tuesday" list.

The statement made seven years ago by the CEO should not in any way affect the company's business. A&F caters to cool, good-looking people because those are the people who are going to buy their clothing. It's like a company not making body-con dresses in plus sizes. Why make a product for customers who will not represent the brand well and who will most likely not even purchase the product in the first place?

Many workers were unhappy with the CEO's statement, as well. I do not see anything wrong with a business owner wanting to hire good-looking people over slobs. First impressions are everything. If you don't look good, I wouldn't expect a company to hire you. Especially if your job is to sell clothing, a company would want their employees to offer customers a good representation of their clothing line.

As Jeffries would likely say, everyone needs to stop being so cynical and just be cool, dude. A&F is a brand, and they have every right to determine their own target market and image and select their own method for hiring their employees.