Currently American Apparel has not only been suffering internally, having to fire CEO and chairman, Doug Charney, but also financially. In the past three years American Apparel has closed its doors at 23 locations and only opened 5 new stores. Just last year the company incurred a loss of 46.5 million dollars along with a stock decline of 40%. The downfall of the company has been detrimental, but I believe the way in which one can successfully revive it is to stay true to the business’s initial mission. When American Apparel opened in 1998, Charney had a vision of selling basic clothing to customers to express active messages regarding the current cultural movement. His only requirement was that the business be “sweatshop free and vertically …show more content…
Producing in the U.S.A. is a great advantage that American Apparel has, although they can continue to do so at an alternative location for significantly cheaper. Changing the factory location alone can increase the profit margins directly. American Apparel could even begin to offer cheaper prices for their clothing in order to succeed in the market and regain a spot against their competitors. Even offering a monthly flagship deal to get customers, and especially college students, into their stores will benefit them incredibly. Although the demographic of college students in America are some of the top consumers, without advertising inexpensive prices they won’t buy. There was also concern with keeping up with technological advances due to a change in the way people purchase their clothing. American Apparel should invest more time towards improving and creating a mobile website to enable more online shopping for users. Creating an intuitive mobile platform can considerably increase international, and even domestic, online sales. The final change I would make to improve American Apparel would be to modify their