“Abercrombie & Fitch seeks to outfit a new generation of spirited clientele in the United Kingdom.”

I’m always sceptical when there’s alot of hype surrounding a brand, but when it comes to the opening of the Abercrombie and Fitch store which opens its doors today I fully appreciate it. It’s their first European outlet and it’s location on Saville row is historic. But when it comes to knowing that prior to opening, their recruitment process involved hiring models for the sales assistant positions my scepticism just cant be rationalised away in the same manner. Earlier on in the year a friend of mine (who is a model) told me she’d be applying and it would be perfect because they were specifically looking for models and as employers they would be flexible and allow model employees time off for castings etc. At the time I thought nothing of it, its a superficial business we all know that, but in reality what does it say about their products.

I suppose it’s comparable to the models that grace advertising campaigns, it’s all sales, and I’m not innocent, I’m partial to an ad campaign or two. But then I’ve never been one to purchase an item because of a campaign and I doubt very much I’ll buy something from a store because I was greeted upon entrance by a model. When a brand seeks out the beautiful people to aid their sales I do question the quality of their product. If it is of a high quality then it should sell itself and if it doesn’t then I’m out. That’s just my preference as a consumer.