While the title may be a bit strong, this is not a pitting. This episode deserves to be pitted, yes, but I’m interested in not so much in this incident as a larger discussion. Also, this involves a Muslim woman, but it is not about her religion per se.
So, this woman, Imane Boudal, is suing Disneyland for her “right” to wear a hajib. She is a hostess at Disneyland’s Grand Californian Hotel. When she showed up with her hajib, she was told that she would have to work in the back, or go home. So, she sued. This seems completely asinine to me. Disneyland is a theme park, with cartoon characters reflecting their brand running all over the place. It seems perfectly logical that they would want the only extra-necessary clothing or accessories be Disney-centric. So, I’ll leave Miss Doubal with a hearty “fuck you” and move to the larger discussion.
If I have a brand—and experience—I’m trying to create, don’t I have the right to control the things that will either reinforce or detract from that experience?
If I want to have a park where the theme is the pilgrims landing at Plymouth Rock, shouldn’t the garb be restricted to what the pilgrims wore? And if there are people working there who are not in costume, isn’t it reasonable that they wear things that are concept-neutral? And not wear things that bring the mind elsewhere?
Look at Broadway plays. Should Miss Doubal, were she an actress, be allowed to wear her habib on stage, thus detracting from the illusion of New Jersey in the 1950s/60s? Or movies: should Julia Roberts have been cast in a visible role?
If I’m in the business of selling an experience, don’t I have the right to manage the particulars of that experience? Let’s say I’m Ralph Lauren trying to create a brand that taps into the estate world of Dukes and Dutchesses, do I not have the right, and responsibility to my employees and shareholders to manage the visible aspects of my business in such a way that the branding is strong? Would the picture I’m trying to paint with the huge English mansion, acres of manicured lawns, and a woman in riding gear with two big Irish Wolfhounds by her side by as powerful if she was wearing a habib? Or even if she was non-white? (Yes, RL does not use some black models now, most noticeably in his RL Sport line, but that’s not how he built such a strong brand.
So, the question is, to what degree should Disneyland, or Ralph Lauren for that matter, be able to manage their brand experience?