American Apparel shifts focus under new CEO

In an interview with the ‘New York Times Sunday’, American Apparel CEO Paula Schneider spilled the beans on how she plans to turn around the polemic retailer.

Commenting on possibly the most polemic aspect of the company’s image, Schneider assures the company has done away with its “borderline pornographic” marketing approach but is determined to keep its edge.

In the same vein, the new CEO explains that she’s adding more planners at the company’s Los Angeles factories to bring up the level of professionalism and order.

Market insiders pinpoint the challenges that Schneider will face in the near future, being those of the current battles between the management and the founder and former CEO Dov Charney the most complex ones.

Analysts following the stock highlight that, so far. So good, as Schneider’s approach of working to conserve the retailer’s strengths — its edge, its made-in-America factories — while doing away with its infamies is bearing fruits already.