AA: New CEO Is Where Women Are Good.

Compared with Charney, who calls herself a "dirty guy", the new CEO Paula Schneider is really a perfect woman.

Schneider2010 won the spirit award of the American Association of women entrepreneurs and was the top fundraiser of AVON's fight against breast cancer.

At the same time, she is also good at public speaking, and she also strongly promotes the development of women's equal rights and anti maltreatment movements.

No wonder AA's board of directors wants to invite her.

But there are other reasons besides her own excellence.

AA was founded in Losangeles in 1986.

Founded in 2003, it opened its first store.

It has to be said that Charney is really a good marketing player, and the Made in America has made the difference between the simple brand and sweatshop. The reward he paid to the workers is about $15 an hour, and the models they find are amateurs.

And in the choice of advertising channels, it also selects small audiences and websites.

These strategies make AA grow fast, although it seems to have never relied on the enterprise management standards of the upper class.

But gradually, its frenzied sexy image gradually lost control, because its self disciplined master could never get away from the topic of sexual assault.

According to the report, "there are women problems in this company.

Many women work there, but their core customers are women between the age of 20-35 and having surplus funds at hand.

For these people, Charney's nasty nuns are even more disgusting than buying clothes that are sweaty and sweaty.

And now,

A female CEO has been found, which may be the key point for brand remolding, though AA has never said so.

At present, the task of Schneider is to rectify the company's finances and boost sales.

The woman used two years to increase the operating profit of Warnaco, which made swimsuits, by 25%.

AA is expected to close a series of deficit stores under the leadership of the new CEO this year.

At present, AA has more stores in New York than GAP, and there are four stores in the upper west side of Manhattan, all of which are losing money.

At the beginning of AA

In the first 6 years of its operation, it opened 450 stores at a time, which led to the gradual increase of AA's finances.

By 2010, the company almost went bankrupt.

In the same year, DDT, the auditing body of AA, resigned from the client's post after deducing that its financial report was very unreliable.

Charney has a problem with its management mode. He insists that AA is an elite brand rather than a company that needs management.

He does not want professional managers to join. He wants to "close the lock division".

According to Schneider, there were about 60 people reporting directly to Charney when she took over.

In general, large companies report to CEO at most 10 people.

All these internal systems will face a reshuffle.