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American Apparel will return to the Canadian market with an online store on November 1, one year after its bankruptcy and closure.
This time, the brand will belong to Canadian interests and, for now, it will not have any physical stores in the country, said Sabina Weber, brand marketing director at American Apparel, who said the company was considering with caution to restart its activities. his clients have changed.
The Montreal group Gildan Activewear won an auction after its bankruptcy. He is currently testing the market for his popular line of hoodies, body, tights and unibad leggings.
"It's a bit like going back into the dating world – you do not know if anyone will be interested or not," Weber said. "We know that Canada is a huge market for us, they have always been so good for the brand."
The founder, Dov Charney, seen here in a 2009 paper, was ousted from the company in 2014 following allegations of badual misconduct and will not join the brand. (Getty Images)
Avoid provocative advertising
American Apparel was founded in 1989 with a "Made in America" philosophy and a tendency to use its clothes to defend immigration, LGBT rights and diversity – values that remain. He was known for selling basics, but had attracted criticism with his provocative publicity that often featured lightly dressed women in suggestive poses.
Much of the controversy around the company concerned its founder, Dov Charney, who has been charged with badual misconduct.
Born in Montreal, Charney was ousted from his position as President and Chief Executive Officer in 2014 after "an investigation into alleged misconduct" and a series of lawsuits alleging misconduct. He denied many allegations, but admitted to having bad with some employees, although he claimed that they were consensual. He did not join the brand, confirmed American Apparel.
The company has drawn criticism for its provocative publicity. (Kyle James Patrick / American Apparel)
Retail at the #MeToo Era
The #MeToo movement and discussions of misconduct and badualized advertising that have tainted society in the past have led American Apparel to take a more cautious approach to representing women and continue to support diversity Weber said.
"There were a lot of concerted efforts to make sure we were looking at the brand history and recognizing the mistakes of the past," said Weber. "There was that moment when things went too far."
The brand still aims to be "bady", but ads that have made women "vulnerable", "uncomfortable" or "as if the camera was watching", have disappeared.
"The interesting thing about #MeToo is that advanced thinking is that a woman is allowed to dress as she wants, she really holds men accountable for their actions," she said. declared. "A wise woman does not mean that she is empowered.What is empowered is to see oneself and be free to be oneself."
The reemergence of American Apparel comes from the hands of Gildan, a Montreal-based manufacturer, who has seized American Apparel's intellectual property rights and some manufacturing equipment from its Los Angeles facilities. – but not leases for manufacturing or distribution centers – for 88 million US dollars. . He had increased his offer of $ 22 million through a criminal harbadment offer several months earlier.
The retailer went bankrupt in 2016. It is not expected to bring back brick and mortar stores. (Keith Srakocic / Associated Press)
Relaunched in the United States last year
American Apparel was relaunched in the United States in August 2017, but stayed away from home until now.
He also avoided opening physical stores by operating a test store in Los Angeles, which he will use to explore the potential of the brand and pave the way for a return to retail, said Weber.
Since the release of American Apparel, the retail sector has evolved with the growth of e-commerce and the rise of competitors like Frank and Oak in women's clothing.
To remain competitive, American Apparel will standardize and increase its sizes to include extra large pieces, lower prices up to 23% and offer its favorite hits, including disco pants, high waisted jeans and overalls.
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