American Apparel Essay

Alternative 2: Make the marketing campaign more gender equal Although some customers appear to find the current ads over-sexualized and unappealing, there tends to be a bias when it comes to the sexualization of women versus men. It would be an interesting social experiment to create similar ads to the current ones, only using more male models. In this case, it is possible that customers will have less of an issue with the ads since generally the population is desensitized to the nudity of male models, therefore overall potentially increasing customer satisfaction. Adding more male models may also boost the corporate image in the eyes of consumers, since the company is still standing by their mission to show natural, non-airbrushed models, …show more content…
This professional could be an internal hire from within the company or an external hire from a headhunter or other source. Candidates will be evaluated based on their understanding of American Apparel’s vision and their ability and willingness to show it in ads with broader customer appeal because American Apparel cannot afford the risk of running ads that may offend any sizeable portion of their customer base. To do this, we suggest that the ads focus on the aspects of the company that customers seem to approve of such as their environmentally-friendly practices and commitment to being pro-labour (Schuette et al., 2012). The ads must also minimize the aspects that are causing the most controversy, namely the ad’s consistent use of gratuitous nudity with women that look inappropriately young (Schuette et al., 2012; Stampler, 2014; Evans, 2015). The company would be better served by returning to the style they used in their earlier ads that showcased the company’s classic, simple clothing style on fresh-faced, natural-looking