快时尚品牌American Apparel重塑形象

• 作 者: Phil Wahba
• 出 处: 中国制衣
• 发表日期: 2015年07期
• 关键词: 时尚品牌 负面新闻 对冲基金 复兴计划 标志性品牌 领导团队 大城市 产品类别 中期目标 城市人口

近年来,快时尚品牌American Apparel负面新闻不断,自2009年起再未盈利过。这家公司日前推出一项复兴计划,致力于提高经营水平,去除广告中的性暗示意味,进军新市场,以期最终成为一家年销售额达到10亿美元的品牌。这家时装零售商在去年解雇了前任首席执行官,该公司营收在2014年下跌4%,至6.09亿美元。作为这家零售商最大的股东,对冲基金Standard General为公司引入了新的高

In recent years, the fast-fashion brand American Apparel keeps breaking news and has not profitable since 2009. The company recently rolled out a revival plan to improve its operations, remove the sexual cues from advertising, and tap into new markets to eventually become a brand with annual sales of $ 1 billion. Last year, the fashion retailer fired its former chief executive, whose revenue fell 4% to $ 609 million in 2014. As the largest shareholder of the retailer, hedge fund Standard General introduced a new high for the company