What are we Exposed to
American Apparel is an extremely controversial brand, but the controversies aren’t exactly coming from the clothing specifically, but the branding. The former CEO of the company, Dov Charney a Canadian-born artist and industrialist built the company in 1991 but was recently forced to step down for position of CEO. Charney originally started the company selling basic tees made of simple 18-single jersey and were primary marketed to screen printers and wholesale clothiers in the United States and Canada. Independent News posted “He’s short, hairy and absolutely unapologetic about loving sex – any time, anywhere, with anybody he comes across, up to and including his own company employees.” Then the article later states “If that doesn’t sound like the most promising of profiles for the Next Big Thing in global business, consider: Charney is also the presiding genius at one of the fastest growing companies anywhere, the casual clothing firm American Apparel…” (independentco) The man may have been extremely successful at starting the business but was incapable with fully sticking with the business.
In his control the brand had a huge focus on sex. Everything was sexualized including the advertisements, which everyone can view. Many of these racy photos showed nipples, pubic hair and nude images. While the free spirt consumer may enjoy these advertisements or branding technique it was drawing up a lot of bad publicity. Some can argue all publicity is good publicity even if it’s negative, but not everyone agrees with this philosophy. With the innocent search of “American Apparel” Endless amount of racy ads popped up. Theses ads were filled with average people, mainly woman, wearing limited clothing in seductive posing either touching themselves or others. The clothing advertisement were barely promoting the clothes but the company. Children today are being exposed to all of these racy photos and ads with or without their permission, or permission from their guardians.
Once Charney was forced to step down, Paula Schneider was appointed as CEO. As appointed new CEO it was her job to fix the mess the previous CEO started. Schneider told Business of Fashion about her new advertising approach. “It doesn’t have to be overtly sexual,” about her new advertising approach. “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 publicly announces that she would like to keep the companies look, but will be less sexualised and will instead take on the social issues of the day, including gay rights and anti- bullying. Shifting the focus will then open the viewers and possibly consumers while also not violating innocent kids minds on their average day to day life.
One of the “racier” ads that I found was of a girl whom looked about nineteen to twenty- five posed pulling down her tights exposing her genitals while also glaring at the camera. This ad is extremely bold and definitely captures the audience. While capturing consumers this ad can also capture eyes of young children. This ad is publicizing while also glamorizing nudity and sexuality and even pornogrophy. No the nipples are not showing and no the viewer can not actually view the models vagina or anus but the way the photo was taken one can assume and are brains can map out what would be under the big “American Apparel logo.”
The people aren’t in control as to what their minds are exposed to but to how they view and perceive the image or ad that is being exposed to them. Children on the other hand are often to young to ignore all the manipulating and are being shown these images that can later lead to issues internally and also externally. With the new control, CEO Schneider, plans to highlight the positives of the company and not the sexuality or nudity of their models.
“American Apparel’s New CEO Wants Brand to Cover Up.” The Business of Fashion. 2015. Accessed February 17, 2016. http://www.businessoffashion.com/articles/news-analysis/american-apparel-ceo-wants-less-skin-isnt-afraid-edgy.
“American Apparel Is Quitting with the ‘overtly Sexual’ ads.” Dazed. 2015. Accessed February 17, 2016. http://www.dazeddigital.com/fashion/article/23581/1/american-apparel-is-quitting-with-the-overtly-sexual-ads.
