(Solved by Humans)-Read the Opening Vignette 'Recruiting and Hiring to Promote a

Paper Details

?Read the Opening Vignette 'Recruiting and Hiring to Promote a Brand Image'?
Do you think Abercrombie should be allowed to staff its stores in a way that reinforces its
marketing image? Why or why not? What are some alternative ways Abercrombie can staff its
stores legally and still project a desirable image?
Answers should be approximately 300 words in length

Read the Opening Vignette 'Recruiting and Hiring to Promote a Brand Image'

To appeal to its target market of 18 to 22-year-old college students, clothing retailer Abercrombie & Fitch
wanted to project an all American, collegiate image and make its store employees part of its marketing
strategy. Paralleling the predominantly white, youthful, and attractive models used in Abercrombie?s
marketing materials, the company?s salespeople, also called, ?brand representatives,? were also mostly
good-looking, white, young adults.
Abercrombie & Finch?s CEO Mike Jeffries wants to hire only attractive people as store employees to
complement its marketing strategy targeting attractive, popular customers. To the company, this meant
limiting its recruiting to certain fraternities and sororities known for their attractive, predominantly white
members. One former Abercrombie manager said that a poster with images of the ideal Abercrombie
white male and female hung in her office containing bullet points of the qualities an Abercrombie
employee should possess, Qualities for a male included being a fraternity member who, likes sports,
partying, and girls. A female should like to have fun, shop, and be a sorority member.
The company asks your opinion about the legality of the recruiting and staffing practice?s it has adopted
to reinforce its brand image and marketing strategy featuring predominantly white, attractive, young
people.