Earlier this week we took a look at American Apparel’s rocky past and financial future, based on Millennials’ power to shift a brands’ equity. But the brand is still trying for a turnaround, and their new branding is all about “the Millennial spirit.” The blatant sexual innuendo they retailer became famous for is out in favor of marketing that casts it in “a positive, inclusive, socially conscious light.” (BuzzFeed)
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