American Apparel Launches Pro-Women Ad Campaign

AMERICAN APPAREL’S ONLY VICE: American Apparel’s advertising and marketing strategy to appeal to women might need to be reconsidered. In order to help remake its image following the risqué reign of founder and former chief executive officer Dov Charney, the Los Angeles-based retailer placed its first pro-women ad on the back page of Vice magazine, an odd choice to say the least. Charney was ousted last year after the ceo and the company battled numerous sexual harassment lawsuits. He was replaced by a female ceo, Paula Schneider. Since she’s taken over, the company’s sexually charged, controversial ads have been more or less sanitized. The recent ad, which reads “Hello Ladies” in block letters, depicts various smiling female American Apparel employees who are identified in a small block of text by title and first name only, along with their start date at the firm. “Women have always been in charge at American Apparel,” the ad reads. “In fact, women make up 55 percent of our global workforce (sorry, guys) and an even higher percentage of our leadership and executive roles. This structure is incredibly (and unfortunately) rare in the corporate world.” American Apparel confirmed that it only ran the ad in Vice, which isn’t

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