“Looking Good and Sounding Right”

Upscale retail stores prefer to hire class-privileged workers because they embody particular styles and mannerisms that match their specialized brands. Yet retail jobs pay low wages and offer few benefits. How do these employers attract middle-class workers to these bad jobs? Drawing on interviews with retail workers and Bourdieu’s theory of habitus, the authors find that employers succeed by appealing to their consumer interests. The labor practices we identify contribute to the re-entrenchment of job segregation, race and gender discrimination, and fetishism of consumption. The conclusion argues against rewarding aesthetic labor and suggests other rationales for upgrading low-wage retail employment.