Today marks the launch of The Budget Babe's first ever Hot Topic Week! All week long, I'll be devoting one post each day to a controversial or otherwise buzz-worthy topic, so be sure to check back and join the discussion!
What better way to kick off the week than with the ever-controversial t-shirt-and-then-some store known as
American Apparel. Warning: Some of the images in this post may not be appropriate for work. Read on at your own risk (although all I did was take product shots from the American Apparel website...)
First, there's the issue of the actual clothing. On the pro-side, it's made in
sweatshop-free conditions right in downtown Los Angeles. Fashion trendsetters swear by American Apparel's high quality and low costs. Besides, where else can you get
shiny high-waist hot shorts?
Then of course, there's the issue of American Apparel's controversial marketing tactics that follow a simple, age-old mantra: Sex sells. American Apparel ads are borderline softcore porn (at least by U.S. standards), and the only part of that statement you could argue with is the word "borderline."
But once again, on a positive note, those ads feature women from a diverse range of ethnic backgrounds with a wide range of body types. It's kinda refreshing to see unretouched, human images of women who aren't just rail thin supermodels. Or is it?
I've personally been to American Apparel stores in Chicago, Boston and New York, and each time it's the same story: I love the layout and the neat racks of brightly colored leggings and leotards, but I always leave empty-handed. Sure, I could use some basic tees, but I usually get those at Target (how boring, I know). So while the advertisements do not personally offend me at this liberal stage in my life, I don't feel compelled to buy into the whole American Apparel hype. However, I think a lot of people know how to work it, and they wear it well, and I will probably purchase something from American Apparel at some point.
So let's hear it: What's
your take on the clothing and the highly sexualized ads? Can you separate one from the other? And how about that skeevy founder Dov Charney? A visionary businessman or total perv?
And in regard to the "but they DO use all shapes sizes and colors of women" idea - what's so wonderful about equal-opportunity exploitation?
Cin
~a
I think their advertising is not done tastefully. I doesn't offend me, but it doesn't actually lure me into the store. I do however agree that it sends the wrong message. I applaud the company for making apparrel sans sweatshop however, I think they can do better than this in the advertising department and personally I don't think it fits the companies attire. Are leggings sexy? No they are comfy and cute!
As for the advertisements, I don't think they are that bad, I have seen adds with similar articles of clothing that come out looking way trashy.
I honestly haven't read anything about Dov Charney's perviness or lack thereof, but I doubt he is the only older male company head who is skeevy and creepy, and the idea of American made goods and fair jobs for Americans is a good one.
I, too, go in and buy absolutely nothing. I can go to some many other places and find nice, comfy basics for far less.
http://www.youlookfab.com/2009/02/10/sex-sells-with-american-apparel/
The long and short of it from my side is that in conservative America, they are playing with fire. This wouldn’t have been as much of a hot topic in Europe. Cultures are different and therefore media is different. But, here it just doesn’t fly, as you can CLEARLY see from the comments posted. Very interesting.
I hate the ads because they clearly turn the women's body's into objects, vehicles for consumption, tools to promote a leotard or tube socks. They're aimed at men, even as they sell women's clothing. They're not selling sex--they're selling sexism; the idea that you should strip hot women down and put them on display for everyone men to stare at; this is what they are good for; they should be happy doing it; we should be happy seeing them like that.
Advertising changes the way we think and feel--this is its purpose. These ads make it all about how a woman looks in a thong or her naked breasts.
I do shop at AA. I think their products are far superior to Target and H&M products, places where I don't shop b/c the seams fall out before you get the item out of the store and the cuts are not interesting or modern (H&M's hyper trendiness aside, which I don't consider 'interesting.")
But I hate their sexist advertising.
That said, I have bought things at American Apparel that I like and balanced the value with the money as with all other purchases. A bikini at AA is a good deal, whereas I can't justify a $20 tank top.
And the only real issue I have with the company is not the ads but rather the lawsuits brought against the owner for very real sexual harassment. The ads are nothing compared with how he has actually (allegedly) treated his employees.
to jessica: it sounds like you're reciting from a 1st year college women's studies textbook. let's be frank: sex and sexy poses sell because people like sex, and like to look at sexy images. sure, the polaroid-esque touch to the photographs is a little on the "softcore amateur porn" side but the target market for AA is young 18-25 affluent hipsters and the celeb list. softcore "artsy" porn is the perfect advertising medium for this type of customer.
as for myself, i'd buy there if i could wear the stuff on a daily basis. i work in an office and plain cotton t-shirts is a bit too dressed down even for my business casual environment.
AA does have good quality tees but there are other companies that are also non-sweatshop AND don't use barely legal employees to bare their boobies in their ads (Edun and Alternative Apparel for example). I have a couple of pieces that used AA tees but I've decided since then I'm not going to patronize this company in any way in the future.
Back in the day, before AA became popular with the hipster crowd, I wore a size XL in their standard cotton women's T. I have a 39-inch chest, which usually makes me a large (12/14) in tops in your standard retail chain stores. Last time I forayed into AA I could barely squeeze myself into an XXL cotton T. I am not a size XXL! I would not put it past Dov Charney to restructure his sizing standards when his company grew in popularity to only accommodate the kind of body types he prefers to use in his advertisements. The same kind of body types, as evidenced by the many sexual harassment suits brought against him, he prefers to employ at his company (most of those models are AA employees after all). Not cool, AA. I guess my "fat" ass will just take my business elsewhere in search of a better-fitting and less expensive cotton T.
btw i saw sonme similar looking ads in UO lol.
I dont have a problem with the adults ads at all, I think they are young, fresh and different thats for sure. I dont think adercrombie & Victorias Secret are that much different. AA also has adorable Kids ads btw. I feel if young girls are influenced by ads like this, then the problem is at home not AA or any other corporation. People are so quick to blame a celebrities, major corporations for "setting" bad examples...parents and close friends & family etc. should lead by example, not a business. If you are offended by AA ads then you should never leave the house.