Retail clothing store Abercrombie and Fitch is once again under fire, this time for religious discrimination in their hiring process. This article brought up a lot of controversial issues that made me question the company’s image, marketing, and positioning.

For starters, Abercrombie and Fitch CEO is famously known for stating that he only wants thin and beautiful people to shop at his stores. While this is an absurd and pretentious statement to make, it’s unsurprising when one considers the strict “look policy” employees abide by.

In addition, I was shocked when I read that potential “models” (sales associates) are scored on appearance during interview processes. While I understand that the company has a certain image it wishes to uphold and market, they should seriously reconsider their methods if wish to retain customers. While they have maintained their image of exclusivity and “beauty”, the damage they have done to their brand in the long run is far greater than any short-lived gains acquired.

The idea that one has to be “attractive” in order to shop or work somewhere contributes to self-esteem issues of many young people. In discriminating against its own customers and employees, the company has only pushed buyers away. It is hardly the kind of place I would want to do business.

 

Image Sources:

http://www.highschoogle.com/abercrombie-fitch-want-only-thin-cool-people-wearing-the-brand/

http://www.waldenbehavioralcare.com/abercrombie-fitchs-controversial-view-on-cool/