A major strategic factor which contributes to a company’s success and exposure is marketing. Individual companies often adopt certain marketing techniques and methods which will complement their brand and image. Marketing determines how the consumer views a particular company or product and the associations which are made within the consumer’s mind.

American Apparel is an example of a company whose controversial marketing techniques have created a distinct hyper sexualized brand image. Initially, American Apparel used a platform of fairness and ethics to appeal to customers. However, as the brand developed, so did the overtly sexual message behind the clothing.

Over the past couple years, numerous American Apparel graphic advertisements have succeeded in causing both shock value and scrutiny. Provocative images have been banned on multiple occasions and many of their ads are viewed as degrading of women. The CEO of American Apparel, Dov Charney, recently faced an ultimatum which required him to quit or be fired due to nude photos being posted on the internet under his consent.

Personally, I believe that American Apparel has abused their marketing angle to the point which has damaged the company. While their tactics may have initially created a unique brand for the company it has spiraled into a controversial issue. I agree that shock value can often times have a profound and positive impact on the public but in this particular case, American Apparel is using vulgar, explicit marketing techniques.