Incoming CEO of youth fashion brand American Apparel, Paula Schnieder, says the cheeky firm’s racy ad campaigns – often featuring racy crotch shots of teenage girls – have damaged the brand and will no longer be part of the strategy.
Schnieder recently assumed the top job at the global brand, replacing controversial boss Dov Charmey who was fired from the company he owned and founded mid-way through 2014 amid allegations of inappropriate behaviour with staff.
Speaking to the US rag trader title Business Of Fashion, Scnieder said: “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.”
American Apparel – who has stores in Sydney, Melbourne and Adelaide, but typically sells online – has become more famous for its racy campaigns than its ethical fabrics and manufacturing techniques.
Schnieder says her new approach to the label will be to promote its US-heritage, it’s pro-gay and –lesbian stance, and its cachet with Gen Ys.
“The beauty of this company is that it’s a millennial customer,” Schneider said. “So many people are trying for that and have no way to get there. We have that. And we can expand the demographics.”
However, the edgy ads aren’t going for good. In a campaign just before Christmas, American Apparel used gay teenager, Brendan Jordon – who shot to fame in the US while ‘vogueing’ in a live news report – wearing pink tights and what appeared to be a tutu.
Meanwhile, a new online TVC for the firm features an electic mix of people – from drag queens to plus-sized models – dancing about in American Apparel’s new range of underwear.
Leading Australian market research data brand, RDA Research, provides actionable consumer intelligence to help businesses inform decision making and growth strategies. RDA Research wanted to make its unique consumer data available for addressable digital targeting and required a data onboarding partner to help activate their data in an online environment.
Storytelling agency Enthral has appointed Channel 7 reporter and sports presenter Sean Sowerby as its new senior PR and content manager in Melbourne. Sowerby (pictured) started his award-winning career at 3AW before spending more than 15 years in television. Enthral founder and manager director, Cameron Smith, spoke of the significance of Sowerby joining the agency. […]
This week Nova’s Fitzy & Wippa are celebrating 10 years of their iconic radio show and plenty of famous faces have weighed in on the feat! For Fitzy & Wippa’s 10-year anniversary show they were joined by a bunch of special friends who shared their messages and favourite memories over the last decade. The guys […]
Ever since Google first announced it would be getting rid of third-party cookies on Chrome, digital advertising businesses have been actively sharing their plans for life after cookies. And now programmatic advertising company Blis might have come up with the most creative way to get the message across, in a new video which sees company […]
Integrated Melbourne agency Icon has taken top honours in the 2021 SABRE Awards, winning the coveted Australasian Consultancy of the Year for 2021 along with a host of category and craft awards. Icon led a large field of Australian agencies with a total of three major and seven minor awards, including gold in the cause-related […]
Former agency executives Tim O’Neill and Tim Fouhy have launched the auto technology startup Summon. Australia’s first full e-commerce service for prestige cars. O’Neill and Fouhy both founded Reactive, a digital agency, which was bought by Accenture in 2016. Following the deal, O’Neill and Fouhy ended up leading the company’s digital marketing arm, Accenture Interactive before […]