Hiring for Looks

Topics: Retailing, Clothing, Sales Pages: 3 (1017 words) Published: March 18, 2013
Hiring for looks, gives you a boost
Marshal Cohen, a senior industry analyst with the NPD Group, a market research firm believes retailers that hire applicants based on their appearance is the smart thing to do and they see it as necessary. This method is old. Industries such as cocktail waitresses and strippers have always used it. But, many companies have taken this approach. Especially, retailers. Attractive employees attract customers, therefore they get bigger profits. Attractive people also make better salesmen. Hiring based on looks is really the only way to go because customers won’t bother shopping in a place that doesn’t grab their attention. Today’s competitive retail environment needs to create a popular appealing walking billboard for their community. Retailers find it very important for them to hire the best looking applicants. Antonio Serrano, a former assistant Abercrombie store manager in Scranton, Pa says “if we (Abercrombie) had the best looking college kids working in our store, everyone will want to shop there.” This is why Abercrombie has such a great sales force. People will find this look appealing therefore they want to look just as good as them of course they choose to shop there. However, this is not the only why retailers hire for looks. It’s not only about looking good and calling customers in but most importantly to have to look you work for your company! For example, Abercrombie & Fitch brand representatives have a classic American style. Tom Lennox, Abercrombie’s communications director, says “We want to hire brand representatives that will represent the Abercrombie & Fitch with natural classic American style, look great while exhibiting individuality, and project the brand themselves with energy and enthusiasm”. Customers need an example of a walking billboard to show them how great the retailers’ style truly is. Employees can’t make a sale to a customer if they wouldn’t where it themselves. Whenever I shop at the retailer,...
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