Mall Models

Corporate branding strategies entail showcasing a store’s “look” using retail workers’ bodies. In this research note, I describe how clothing chain Abercrombie & Fitch embeds its brand of sexuality onto visible retail workers—employees the company long referred to as “models.” Drawing on intervi...

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Bibliographic Details
Published in:Sexualization, media and society media and society, 2016-06, Vol.2 (2)
Main Author: Walters, Kyla
Format: Article
Language:English
Subjects:
Consumers
Employees
Natural environment
Sexuality
Workers
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Summary:Corporate branding strategies entail showcasing a store’s “look” using retail workers’ bodies. In this research note, I describe how clothing chain Abercrombie & Fitch embeds its brand of sexuality onto visible retail workers—employees the company long referred to as “models.” Drawing on interview and observational research, I examine their labor practices of cultivating workers’ appearances by imposing their employee “look policy,” recruiting workers for “the look,” stratifying employees based on appearance, employing shirtless greeters, and creating a shopping environment that encourages customers to sexually harass workers. The discussion highlights the discriminatory nature of these labor practices and resulting negative experiences for workers.
ISSN:2374-6238
DOI:10.1177/2374623816643283