The average Abercrombie & Fitch employee is better looking than those employees hired by competitors. This aides ANF's brand image, which relies on sex appeal. Brand image makes a direct contribution to profits, because consumers are more willing to purchase an expensive shirt from ANF if they feel that by purchasing that shirt makes them look better… much like the employees working at ANF's store. … "Good Looking Employees" is a difficult qualitative factor to defend, so competing institutions will have an easy time overcoming it.