Can ‘Made In The USA’ Save American Apparel?

by MR Magazine Staff

After years of raunchy advertising and a slew of allegations against its former CEO, California-based American Apparel is ready to clean up its image. Fresh off a win in U.S. bankruptcy court, during which a judge ruled in favor of the retailer’s reorganization plan, the company’s new chief is out to remind shoppers about what makes American Apparel unique: Its dedication to U.S. manufacturing. To be sure, “Made in the USA” has been rooted in American Apparel’s DNA since the company was founded 27 years ago. But CEO Paula Schneider, who took the company’s reins one year ago, said that message had gotten lost amid some “salacious” advertising, and controversial headlines regarding founder Dov Charney. Now, as it works to rebuild its business — which reported yet another sales decline on Monday — it’s hoping a renewed interest in American-made products will bring shoppers back into its stores. Read more at CNBC.