American Apparel released a document to its investors this week which describes in detail the company’s new vision for its future. It includes cutting back on the racy ads that it had become known for, which depicted some very young women in some very revealing outfits.
The company also declares that it will be more socially conscious. So it will do away with its old ads which it describes as having nudity and blatant sexual innuendo, inappropriate sexual poses, and were offensive to many.
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It promises that American Apparel’s new ads will depict confident and naturally beautiful women from 16 – 60, be racially universal and have natural images without makeup and airbrushing. The company said that the millennial spirit is not about age but about involvement, individuality and self expression.
The changes come as the company tries to move forward after a turbulent year which saw the ouster of its founder and chairman Dov Charney.
Charney and American Apparel are currently suing one another.
The company’s new vision is to be the brand of choice for socially conscious consumers driving revenue to $1 billion through exceptional high quality product and world class operations, manufactured in the USA.
Its mission is now to be a financially sound, socially conscious, iconic brand that provides high quality American made products to consumers while maximizing stakeholder value.
See the full American Apparel statement here: