DISCUSSION
Will new branding turn American Apparel around?
Written by RetailWire Staff
There was a contradiction at the heart of American Apparel in its heyday that put fans of the chain in an awkward position. While the company made its clothes in the U.S. and was avowedly sweatshop-free, there was a darker side. The company's ads often crossed the line from edgy to overly sexualized. Dov Charney, American Apparel's founder was behind its marketing efforts until he was ousted in 2014 for cause. Today, the company is looking to distance itself from Mr. Charney's American Apparel, if not atone for it.
In an interview with Adweek, Cynthia Erland, senior vice president of marketing at American Apparel, revealed the retailer's plan to expand its range of sizes while vowing to promote inclusivity. The company's upcoming "Perfect T-Shirt" campaign is aimed at "influencers and creatives of all ages, shapes and sizes," said Ms. Erland.
She further noted that American Apparel is working with the Millennial-targeted female undergarment brand, Me and You. Me and You describes its product as "feminist underwear" and "granny panties." In the interview, Ms. Erland referenced the appeal of these products for "real-sized women."
When asked if American Apparel's advertising would maintain the sexual overtones that made it famous, Ms. Erland did not indicate a strong stance either way, but stressed the need to evolve with the marketplace.
"It's definitely going to be gritty, real, independent and revolutionary, with young artists," Ms. Erland told Adweek. "It may be sexual; it may not. It will be how they freely express themselves."
American Apparel has been in rocky financial territory over the past few years both due to the highly publicized transgressions of Mr. Charney and because sales have fallen off. CEO Paula Schneider came in to replace Mr. Charney and turn the company around in December, 2014. In October, 2015, the chain declared bankruptcy, which it exited last month.
- How American Apparel Is Rebuilding Its Brand With More Sizes, New Styles and Fresh Marketing - AdWeek
- A new CEO and new strategy for American Apparel - Marketplace
- For American Apparel, now out of bankruptcy, it's 'the start of a new day' - Los Angeles Times