Abercrombie and Hollister -- the top two stores that adults can't stand. You've probably heard the same rant a thousand times; the stores are too hot, too crowded, too loud, too dark and way overpriced.
But isn't that kind of the point? I mean, there's something thrilling about going into a store in the middle of a mall and feeling as if you've stepped onto a beach in California. You're surrounded by stunning blond haired men that are perfectly tanned and buff, and you're feeling slightly jealous of those perky blonde haired, blue eyed girls; and let's not forget the palm trees, surfboards and satellite images of surfer country in California. I mean, they've even got the music down pat. It all just some how fits.
You've been ushered into the dimly lit change rooms that feel massive and spacious, and wow, you look good. It must be the light. After all, doesn't everyone look better in the dark?
The walls are lined with white, beautiful girls. They all have "that look," skinny, natural and flawless looking, wearing barely nothing pressed against muscular topless males. They almost make you believe that you could be that perfect too.
It's all set up in a subtle way; you're only subconsciously registering that all workers in the store are just like the models plastered on the walls. They are all tanned, walking in short skirts with flip-flops in the dead of winter. You almost forget they're getting paid to help you out. But that's all part of the job; playing the role of your friend, not the salesperson. They all seem so nice and secretly, you want in on this lifestyle. So you pick up the nearest shirt, and just like that they have you sold. They've attracted you into the store with the atmosphere, scent and music. They figure the clothes will sell themselves, after all, they got you this far, didn't they?
The thing with Hollister and Abercrombie is that most of their clothes are relatively simple, so nothing is going to look too dreadful on. The t-shirt that has the huge letters A&F across the chest is totally worth the forty-something dollars, even if it's kind of plain and isn't really anything special. Besides, you're not just buying the shirt because you like it. It's all part of subconsciously wanting to be just like the girl that helped you out a couple of minutes ago. You're buying a shirt, yes, but you're also buying the lifestyle these stores have created. Let's face it; you're expecting to feel like a blonde surfer living in California because you've purchased a white shirt with a small bird on the bottom left-hand corner of it.
These stores have created an image, employing only males and females who look, in my opinion, like clones. They represent the stereotype of beautiful. They've made it possible to pinpoint someone on the street and say, "Yes, they have that Abercrombie & Fitch look," or, "They could for sure work at Hollister." And what about ethnicity? Not once have I seen a poster in their stores displaying a male or female of color. Strangely enough, on their website under "A&F careers" with Asian and dark skinned models flashing up the screen, they state that "Diversity and inclusion are key to our organization's success. We are determined to have a diverse culture, throughout our organization, that benefits from the perspectives of each individual." I couldn't help but ask myself why they felt the need to dedicate a whole tab to this. Maybe because you forget ethnicity even exists when you enter these stores?
The whole concept is genius really. Even knowing that I am shopping there simply because I am attracted to the laid-back California lifestyle they present, I have fallen into the trap many times. Someone's made quite a bit of money creating both these companies.
So please, go ahead and don't wash those cute pink shorts until the sweet smell of Abercrombie has fully worn off, and really, go and pretend like you live in California for a good half hour. All I'm saying is try and think about what you're actually buying and walking away with the next time you shop there: is it a shirt that you really can't live without? Or is it that dream lifestyle that comes with the forty dollars you've just spent?
Until next time,
Annie000
