Unbound Edition. Meaningful conversations about brand, from Davis Brand Capital.

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as a result ofousted founder Dov Charney’svarious activities, as well as an emphasis on provocative ads that now feels outdated.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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