Hiring people to “create an environment that’s enticing to
the community” is how some of our stores sell their clothes today. I believe a
brand enhancer is acceptable, and that it is the stores choice of how they want
to be portrayed. Many times today we base our decisions on where we shop off of
the models that are selling the clothes. It’s not discriminatory because it’s
not a judgment on who it is, but what it is.
Stores all have their own look that they want and if they can display
this off of certain models then they have the right to do so. I agree with
Cohen’s argument that it is acceptable to “find a brand enhancer” to help the
sales at a store.
Each store wants to be portrayed in a certain way and has
its own vibe to it. As we walk through a mall, we try and figure out which
stores we would want to stop and look at. But what pulls our attention to each
particular store? Every store has a different feel to it, like a personality. Some
stores are bright and seem more spacious like Forever 21, compared to a place darker
and enclosed like Hollister. Also, stores play different types of music that
attract different types of people. Just like how people categorize music,
people categorize shops. Some are just meant for some people, and other ones
are meant for different people. We don’t point out these minor details to each
other, but each one of us judge off of the first glance at the store. If each
one of the stores was the same then they wouldn’t attract different types of
people.
This is where advertising comes in. As people begin to
realize the vibe of each store, they figure out what store fits them. Just like
how stores have their own vibe and style, so do we. We all know what clothing look
good on us, and when we see something that catches our eye, we want to shop at
that certain store. As we become more and more familiar with our styles, we
look for places that match us. So when stores want to advertise a piece of new
clothing, they choose someone that will show off the clothing. It is not
discriminatory because not everyone looks good in everything. And as more and
more people start to apply for jobs, some will not get the job because it just doesn’t
fit their personal style. It’s not against their work ethic or who they are as
a person, they just don’t fit the vibe.
But as stores begin to grow, they need more employees. Since
many apply to work, many different people can get the job. Just because they don’t
fit the needs of model advertising, doesn’t mean that they cannot still work
there. They can sort out the clothes in the back, or make up the advertisement that
someone else is going to do. There are many other opportunities for different types
of people to get hired. Once they start working they will realize if that place
is a good fit for them, and if not, they can always apply at a different
location that may work out better for them. In this way stores aren’t going to
be discriminatory, because they will still have a chance at the job, just not
as the “walking billboard”.
The walking billboard is what lures costumers in. they see
the new style out from the advertisements in magazines or right outside the
store door, and go in. if it didn’t look good on the person advertising it,
then the stores would lose business. Stores just want customers to keep
returning and wearing their clothes so that it gets advertised by them also. This
meaning that more people will be brought to their store because others saw their
clothing and thought it was cute. Many times we see what others are wearing and
go for that same look. Even though we have our own styles, we catch onto
different trends that come and go. We advertise off of each other, especially
with the new popular trends that come out. So without a brand enhancer, new
trends would not be recognized, and people would not look at new stores. We “show
off” different stores by wearing clothing from different places. Without each
other, and models, we would never realize the new styles out.
In conclusion, hiring a walking billboard is what starts a
store. If no one advertised that stores clothes, people wouldn’t be interested
and wouldn’t even look into shopping there. Having someone essentially show off
what clothing is being sold there brings in customers and sets the tone. Without
having a model luring people in, a store would not make very good business and
have a hard time staying open. It is not discriminatory because the stores aren’t
going off of the looks of the person, but what the person looks good in. If
they don’t fit the style that the store is trying to portray then it would be a
struggle for them to work there. They wouldn’t know anything about the clothing
and wouldn’t know what looks good with what. This would not be helpful to the
customers asking questions to them, and they wouldn’t enjoy it because they don’t
fit in. Since everyone has their own style, it’s easier for them to work at a
store that is similar to them. Whether they are working the cash box, sorting
or folding clothes, or being a model and advertising is up to the employees to
decide. But there goal is not to discriminate against anyone, it is to make
business. And without anyone advertising the clothes they are selling, no one
would know about them. All they want to do is “create an environment that is
enticing to the community”.