Georgina Dent Reporter

Georgina reports on the legal profession, management, marketing, diversity, retail and emerging businesses. Before joining BRW, she worked as a lawyer in a commercial firm.

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Beauty wins the job

Published 26 April 2012 09:16, Updated 26 April 2012 09:17

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It’s another win for beautiful people. A study by the University of Sydney has confirmed what we already knew – that fashion retail managers place more importance on good looks and charm than qualifications or experience. “While we might suspect that looks and presentation matter, what surprised us was the extent to which those qualities were seen to be more important than qualifications or experience,” the University of Sydney Business School’s Richard Hall says. One-hundred and ninety-seven fashion retailers in Sydney’s CBD, Bondi Junction and Paddington’s Oxford Street were surveyed. Looks and personality were the two most important attributes managers took into account when hiring. “We were also surprised by the level of policy detail in fashion retail related to physical appearance,” Hall says. “Our research raises the potential of discrimination on the basis of looks in retail, which is one of the largest parts of the labour market.” Still, retailers need to be more attractive than e-tailers.

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