Abercrombie kids - sexy white and American, minorities need not apply ? (Rex features)

Deliberate marketing policy hires models with white American non-ethnic values

Story from BBC Magazine

The stir over Riam Dean’s claim she was discriminated against because of her disability is reviving a challenge Abercrombie and Fitch has faced before. They settled a discrimination case in 2004 for $45 million and agreed to integrate minorities into their employment.

The Abercrombie and Fitch look

According to Guardian’s fashion writer Hadley Freeman,

1. Long hair; clean, natural style 2. Natural looking make-up, no fingernail polish 3. Slender figure 4. Tight denim 5. Flip-flops. Preferably leather

“The Abercrombie and Fitch look? A porno version of Brokeback Mountain.  And judging by their ads, the look is no clothes at all – brave, for a fashion label.”

“It’s the cowpoke look, and macho in a way that’s very pretty. So macho that it crosses over into camp.”

So if a man has to think “hot lumberjack” to fit the Abercrombie template, who do female A&F customers emulate?

“Megan Fox in Transformers. Low-slung jeans. A heavy metallic belt on your sexy hips. A top that doesn’t quite reach your waist. No obvious make-up, but you look better than anyone actually wearing no make-up,” says Freeman.” BBC Magazine

Discrimination

Anti-Discrimination laws in the US and Great Britain do not allow companies to design marketing, dress or other policies that discriminate against one minority or another. Most companies have gotten past their initial concerns and use multi-racial models in advertisements.

The use of gay, disabled and other minorities in marketing and employment is considered normal. It actually broadens the company’s appeal since more people can identify with the image or product.

“In 2004 lawsuit González v. Abercrombie & Fitch, the company was accused of discriminating against ethnic minorities by preferentially offering desirable positions to White American employees.[57] The company agreed to an out-of-court settlement of the class action suit. As part of the settlement terms, Abercrombie and Fitch agreed to pay US$45 million to rejected applicants and affected employees, include more minorities in advertising campaigns, appoint a Vice President of Diversity, hire 25 recruiters to seek minority employees, and discontinue the practice of recruiting employees at primarily white fraternities and sororities. Wikipedia“

Apparently the lesson wasn’t learned well enough at Abercrombie and Fitch. Ms Dean filed her case in 2005 only a year later and they are fighting it tooth and nail.