But when a black-and-white poster of the smiling Israeli beauty went up last
week in the West Bank city of Ramallah, it became a target of Palestinian anger
because of the message that accompanied her picture: "Fox: Coming Soon."
Fox is a popular Israeli clothing chain, and the opening of an officially
branded store in Ramallah seemed to cross an unspoken red line. It's a reminder
of the schizophrenic economic life in the Palestinian territories. Though the
region is flooded with Israeli goods, the brands can both be respected for their
quality and resented for their symbolism.
The advertisement launched a social media firestorm, with one person even
suggesting firebombing a store that sells trendy clothes and jeans. Hosts on the
normally deferential Voice of Palestine radio station even made heated comments
on about the potential opening.
On Monday, the sign was gone. Neighbors said they have not seen the owner at
the store in several days, suggesting he might be keeping a low profile because
of the controversy.
In a region of symbols, the image of the 28-year-old Refaeli also carries its
own hang-ups. The model has appeared in public relations campaigns by the
Israeli Foreign Ministry and frequently talks up her Israeli identity in the
media, matters not lost on Palestinian social media critics.
Yet despite the uproar, Fox is already a popular brand in the Palestinian
territories. Store owners stock Fox products even in Hamas-controlled Gaza,
where the government is far more hostile to Israel.
"People in Gaza know that these items are made in Israel, but they buy them
because they're good quality," said shopkeeper Raji Isaac, who has offered Fox
products in his Gaza City store for the past four years. "Customers always look
for good products and reasonable prices, and Fox is offering that."
The economies of Israel and the Israeli-occupied West Bank remain deeply
linked, despite limited Palestinian self-rule in parts of the territory where
more than 90 percent of Palestinians live. Israeli companies sent $3.8 billion
in goods and services to the West Bank last year alone, according to Israel's
Central Bureau of Statistics. That makes the territories Israel's third-largest
export market, ahead of world economic powers like the United Kingdom and
China.
But Palestinians complain that security restrictions imposed after the
Palestinian uprising in 2000 have made that trade a one-way flow. Palestinian
goods are carefully inspected at Israeli border checkpoints. Israel's military
governing body in the occupied territories also limits the number of work
permits issued to Palestinian laborers that allow them to cross into Israel.
Even when Israel attempts what it views as a goodwill gesture for West
Bankers, it can work against Palestinian businesses. Last year, the Israeli
military began drastically scaling back restrictions on Palestinian movement
during the Muslim holy month of Ramadan. That meant that thousands of
Palestinians were able to get entry permits to Israel not only to pray or visit
family, but also to shop.
Rama Mohammed, who works in a Ramallah retail store that stocks Fox and other
Israeli brands, complained that she lost many of her clients as a result of the
permits being issued. She said that people often now prefer to shop in
Jerusalem, where they can find cheaper prices.
A Palestinian movement that calls for governments and corporations to cut all
economic ties with Israel until it leaves the Palestinian territories is
particularly critical of Palestinian consumers.
Omar Barghouti, a founder of the Boycott, Divestment, and Sanctions movement,
says the widespread use of Israeli products deepens Palestinian dependence on
Israel. He objects to any use of Israeli products, regardless of the name on the
storefront.
"It undermines our struggle for freedom and justice in return for selfish
personal gains by greedy businessmen who lack principles," Barghouti said.
And Mustafa Barghouti, a Palestinian activist, has argued against giving
Israeli companies opportunities unavailable to Palestinian ones. "Israel doesn't
allow our companies to have branches in Haifa and Jaffa, why should we allow
their companies to have branches in Ramallah?" he asked.
BDS campaigners and other Palestinians have attacked the Palestinian
Authority for granting business permit to Fox and plan a protest outside the
planned Fox outlet Sunday.
Palestinian officials declined to comment earlier in the week about the new
store, but the Economics Ministry appeared to be trying to distance itself from
the Israeli company Thursday.
The ministry said in a statement that it did not deal with Fox concerning a
business license "because Fox has that permission registered by another
company."
Fox did not respond to repeated requests for comment by The Associated
Press.
Despite the pressure, it appears the store will open. Fox CEO Harel Wizel
told Israeli news site Ynet on Wednesday that the Ramallah store is set to open
in a month and that he is not aware of any change in plans.
Asked about the uproar in Ramallah, he said: "I don't place too much
importance on it."
____
Rosenthal reported from Jerusalem. Associated Press writer Ibrahim Barzak in
Gaza City, Gaza Strip contributed to this report.
____
Follow Max J. Rosenthal on Twitter at www.twitter.com/abuzilif .
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