How American Apparel went from a trendy to deeply troubled brand
Earlier this summer American Apparel announced a plan to turn the brand from ‘chaotic to iconic’ following a six-year long history of declining sales, controversial ads and a scandal-plagued former chief exec. But as the beleaguered retailer today (5 October) files for bankruptcy it is clear the road to recovery will be a bumpy one.
Once a vanguard of style among its teen fans, American Apparel was the epitome of edgy with its preppy fashion, affinity for spandex garments and provocative ad campaigns. It became a global success in 2006 after receiving a $280m stock deal which Read full story ›
Source: The Drum
