Mature, fit, preppy: how hiring for the 'right look' influences retail shoppers

Employees have become an inevitable part of company image. But when employers make judgements and hire on the basis of attracting the 'right' kind of people, they leave themselves open to charges of discrimination. US clothing retailer Abercrombie & Fitch found this out the hard way. It was recently ruled against in a long running court case brought by a young Muslim woman who was denied a job at the retailer because she wore a headscarf. Abercrombie & Fitch has since replaced its infamous 'look policy' which banned caps and black clothing and sought people with a 'preppy style', with a new dress code it says allows customer service staff to be 'more individualistic'. It has also changed its hiring practices to not consider attractiveness. Store staff, previously referred to as 'models' by the company are now 'brand representatives'. Closer to home, fitness retailer Lorna Jane recently raised the ire of some Australians by advertising for a 'Receptionist/Fit Model', outlining specific body size requirements. It later clarified that it had decided to combine a traditional back-office role with a front office one so that the successful applicant could 'liaise directly with customers on a day-to-day basis, receive their feedback and allow Lorna Jane to deliver an even better product to benefit our customers and their active lifestyles'.