Going for the Look

Hiring for the look to project your business or discrimination against ethnicity, race, gender, age or how someone dresses. Cohen’s states his argument by the fact that retailers are hiring people based on the look they project. I do agree with his analysis because it is showing discrimination against people by how they dress or look which makes their business look bad and it can bring their sale rates/profits to decline and it also can cause a business to get sued for discrimination or get shut down . Many of the retailers want an environment that will capture the attention of the customer to make sure their brands are being noticed. It’s a good idea to hire people by how they present themselves because it makes your business look more efficient and professional.

    In Cohen’s explanation on companies having a competitive war to have more sales and the discrimination it presents. “a guy wants to go hang out in a store where he can see good looking gals”- Cohen. There is nothing wrong with using people that look great as a sales and business strategy to help boost up their profit and sales rates. This helps support the accusations being made to provide evidence that people are just being used based on how they look and it shows how much discrimination it presents which can cause many problems for the company. He is also stating the fact that it’s more going towards the younger generation of customers. “It’s really important to create an environment that’s enticing to the community, particularly with younger, fashionable markets”- Cohen. This is a way to help and make sure it attracts and get more customers,“Being able to find a brand enhancer, or what I call a walking billboard, it’s critical”- Cohen. Apparently it is a strategy that retailers use to “defend the approach to hiring based on image as necessary and smart”- cohen, that is no excuse or reason because we are all humans that have feels, so we shouldn’t be treated like some type of material or property...