Mall Models: How Abercrombie & Fitch Sexualizes its Retail Workers. (26th April 2016)

• Record Type: Journal Article
• Authors: Walters, Kyla
• Is Part Of: Sexualization, media, & society. Volume 2:Number 2(2016:Apr./Jun.)
• Publication Date: 2016-04-26
• Subjects: aesthetic labor -- branding -- clothing store -- discrimination -- sexual harassment; Sex in mass media -- Social aspects -- Periodicals; Mass media and sex -- Periodicals; Mass media -- Influence -- Periodicals; 306.7
• DOI: 10.1177/2374623816643283
• Languages: English
• ISSNs: 2374-6238

Abstract

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.