Authors and Corporations: | |
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In: | Sexualization, Media, & Society, 2, 2016, 2, p. 237462381664328 |
published: |
SAGE Publications
|
Media Type: | Article, E-Article |
Physical Description: | 237462381664328 |
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ISSN: |
2374-6238
|
DOI: | 10.1177/2374623816643283 |
published in: | Sexualization, Media, & Society |
Language: | English |
Subjects: | |
Collection: | SAGE Publications (CrossRef) |
<jats:p> 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. </jats:p> |