Sex no longer sells for American Apparel – but focusing on ethics might
A recent study of consumer reactions to American Apparel’s sexualised ad campaigns has discovered that the company’s controversial approach is likely to be doing it more harm than good. Writing in the Journal of Global Fashion Marketing , Su Yun Bae and colleagues examined consumer reactions to ads posted by American Apparel (AA) on their own Facebook page. To provide a comparison, the researchers also looked at responses to ads posted on the Facebook page of another company also known for its controversial