Going for the Look but Risking Discrimination

In the society we all live in today, where outside beauty is emphasized more than inner beauty, businesses have realized how to utilize that view to their own benefit They have looked at trends and realized that it is profitable to hire those with outer beauty. However, since certain businesses are only hiring certain ethnicities in order to project that image, it has been questioned whether these businesses are discriminating. In the article, Going for the Look, but Risking Discrimination, it says that " hiring attractive people is not necessarily illegal, but discriminating on the basis of age, sex, and ethnicity is." The companies cannot help it that only certain types of people fit their marketing image and their hiring strategies are not exactly discrimination because they have nothing else against other people except that they aren 't selling material. Although it might be seen as discrimination in only hiring certain types of peoples, I agree with Cohen that it is a smart move to hire based on image because if is an effective marketing strategy.

Image plays an important role in determining how much certain products can be sold. The differences in the prices of the clothes sold in for example, Walmart, and those of Nordstrom or Neiman Marcus is due to image. When you walk into places that look cheap and wear the clothes there, you do not feel all that glamorous. However, in designer stores, where all the models are what we call chic and all the products are in a fancy arrangement, everyone feels compelled to buy the product so that they can look like a million bucks. Also, chic models are featured in designer magazines such as Bazaar that give the impression to readers that if they have these certain items they can also be beautiful Because of this, Gucci,Louis Vuitton, and other brand items that are considered designer items can be sold at the price of thousands of dollars. This is beneficial for businesses because they can make a lot of money from