American Apparel is losing its appeal among young urban shoppers.I can't imagine why:
The "Vintage" section of the American Apparel website is truly an assault on the eyes. I feel like I'm looking at a J.C. Penney's catalog from 1988. While the 80s have come back (unfortunately), I can't imagine the younger crowd is going to embrace high waisted pants and the schoolmarm look. It's one thing to bring the 80s back with a twist and in an updated manner. It's another thing to simply copy it entirely. The above is the latter, not the former.
However, when I was out last night, I saw an early 20s girl wearing red high waisted elastic waist cotton pants (not vintage) with a button down shirt tucked in, and she was doing so in a completely serious, "I'm trying to be trendy" manner. (This wasn't just a poor soul with no fashion sense.) Maybe it's because I lived through the 80s and have already been there done that, but I can't see anything remotely attractive about that look. I wish I would've taken a picture. My friend and I couldn't stop staring and giggling. (I know, we are immature.) She was a cute girl, but the pants were so unattractive. They would've looked bad on Giselle.
American Apparel doesn't need new financial advisors -- they need a new fashion designer/buyer.