American Apparel Put More Clothes On Advertising Models.

Too obvious sex labels seem to be no longer a marketing killer in the fashion industry.

In order to get rid of the predicament of declining earnings, from the luxury brand Gucci to the American youth high street brand Abercrombie&Fitch, they began to abandon the sexy brand image.

Another well-known American high street brand American Apparel is also joining the ranks.

In a recent investor report, AA claims that in order to boost sales of stagnation, the company will discard sexy advertisements in the past and "rebuild its brand image in a more positive, inclusive and socially responsible way," the Losangeles Times reported.

In this report, AA compares the past and present advertising marketing strategies, calling the advertisements "full of blatant nudity", "inappropriate sexual gestures" and "offensive to many people".

After adjustment, AA's advertising strategy today emphasizes diversity and inclusiveness.

AA said that the new brand image should be "a group of confident and natural beauty between the age of 16 and 60", "no racial differences and discrimination", "even if no cosmetic modification is fresh and natural."

The headquarters is located in Losangeles.

Good quality underwear produced in the United States.

It is famous for its other basic clothing, but its real advertising posters are bold enough to be remembered by consumers.

In its advertising posters over the years, young women who have naked bodies, naked bodies or sensitive parts are often exposed to a variety of flirtatious gestures.

AA is often regarded as "too offensive" for its marketing means. Style Caster even sent out 50 "most pornographic advertising posters" of AA.

In the UK, AA has banned 3 advertisements in just 4 months.

AA has been in trouble in recent years.

Last June 18th,

The founder and chief executive, Dov Charney, was expelled by the board on suspicion of sex slavery and acquiescence of employees' naked photos on the Internet.

And the subsequent lawsuit between Charney and board of directors is a serious setback for AA's brand image.

The new chief executive, Paula Schneider, took office in January 5th as a firefighter, trying to turn the tide of AA sales and share prices down.

In a series of corporate strategic adjustments she launched, too sexy and naked advertising marketing methods bear the brunt.

However, Schneider still plans to retain a little sexy element in AA advertisements.

In an interview with the Washington daily, Schneider said that in the age of Charney AA, only a part of advertising marketing was not very appropriate: "90% of them are very good, and the other 10% are a bit overdone."

The goal of Schneider is to preserve the sexy atmosphere in the new ads of AA, but it will not become a "pornographic film of 70s" as before.