All companies have the right to handle them however they choose. The main goal of companies is to obtain maximum profit in the most efficient time. It starts, in most cases, with the employees. Most stores and companies select people who project a specific image to give the store an edge by attracting customers. It's a strategic option to increase revenue, and it seems to work for most stores. The reason for hiring people based on image is purely economic. For example, Apple most likely doesn't care about employees' appearance, as long as the person is knowledgeable about the merchandise, but in Hooters, employees must be female and have certain appearance-related attributes. The company's intentions are to raise the maximum amount of money while staying within the limits of company policies, however, there are some accidental results that are not achieved intentionally. Companies should be able to hire based on image alone. Saying that companies focus on how much they make is redundant but true. Marshall Cohen is a senior industry analyst at NPD Group, a market research firm. Cohen believes that the best technique to be the most efficient is to advertise brands. He thinks the best and most attractive environment for the community is the younger, hipper market. Millions of people buy clothes with brand logos on them and those people are basically walking billboards. People, coincidentally, advertise to companies, making themselves a brand enhancer. It's similar to being an employee, but those people don't get paid. Projecting the brand is crucial, which is why companies try to hire people who project it correctly. Cohen states that getting the consumer's attention requires a different... half of the paper... image required by the company, so the employer has the authority to reject the person, even if the individual is experienced or brilliant in the specific field the shop needs. It's not wrong for companies to hire based on image alone. It's a logical method to increase revenue, and the company is capable of doing whatever the most efficient option is. Some decisions made by companies often make people feel inadvertently discriminated against. However, their intentions are to attract more customers. Companies should be able to use the most efficient methods. Cohen completely agrees with these methods because they are active in today's markets. Advertising is ubiquitous and pervasive and is the easiest and quite effective way to attract customers. Image is not the pure appearance but also the traits of the individual and these are what employers try to have.