Paula Schneider is the new CEO of American sweatshop free retailer, American Apparel, and is going to make the models featured in the brand's provocative and controversial advertising wear more clothing in the future, as part of a larger effort to woo a broader demographic.
Schneider doesn't want to remove the controversial nature of the advertising – arguably one of the reasons for the retailer's reach and high level of brand awareness – but she does think it should be less "overtly sexual"..."There's a way to tell our story where it's not offensive. It is an edgy brand. And it will continue to be an edgy brand," she told the Business of Fashion. She wants to focus on the company's sweatshop free approach, and on the political and social issues their advertising has championed in the past, for example, "no one knows we're the biggest apparel manufacturer in North America".
The company has suffered decreasing sales and share valuations recently, but Schneider believes there's room for improvement: "There's a lot of opportunity, and it's mostly in the fundamentals," she said.
Schneider's focus is on broadening the demographic of the American Apparel shopper to women and mothers in their 30's, and on focussing on the popular, basic items the retailer is most proficient at.
Published on February 9th, 2015 by Catalogue staff
Via the Business of Fashion
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