Case Name :      American Apparel: Unwrapping Ethics

Authors :           June Cotte, Seung Hwan (Mark) Lee, Brittany Schuette

Source :             Ivey Publishing

Case ID :            W12134

Discipline :        Marketing

Case Length :    05 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

American Apparel, a popular clothing manufacturer, has socially progressive labour policies and uses significant environmental advances in its manufacturing process. In addition, it has a well-established philanthropic arm. Set against these socially responsible policies is the highly sexualized nature of the company’s advertising. This element of the marketing mix seems, at least to some consumers, very much at odds with the other aims and policies of the company. The question facing students is whether this disconnect can be maintained or whether the brand’s advertising should change.