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How American Apparel Is Trying to Reinvent Itself

“Business hasn’t been that profitable. I’m here to turn that around,” American Apparel’s recently appointed CEO Paula Schneider says bluntly in a new interview with Marie Claire. It’s not going to be as simple as it sounds — the company’s brand image has been faltering as a result ofousted founder Dov Charney’svarious activities, as well as an emphasis on provocative ads that now feels outdated. So how, exactly, will Schneider pull off AA’s 180?

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