American Apparel : the plus-sized problem / Prateek Garg, Kathy Fan, James S. O'Rourke.

Format:

Book

Author/Creator:

Garg, Prateek, author.

Fan, Kathy, author.

O'Rourke, James S., IV, 1946- author.

Series:

SAGE Knowledge. Cases.

SAGE Knowledge. Cases

Language:

English

Subjects (All):

American Apparel (Firm).

Customer relations.

Interactive marketing.

Corporate image.

Retail trade.

Physical Description:

1 online resource : illustrations.

Place of Publication:

London : SAGE Publications Ltd, 2017.

System Details:

text file

Summary:

American Apparel, a multinational fashion retailer headquartered in Downtown Los Angeles, looked to target the plus-size clothing customer segment in an effort to grow its stagnant sales. It launched "The Next Big Thing," a marketing campaign requiring contestants to submit modeling shots for American Apparels online audience to vote on. Little did they know that their ad copy, which utilized several puns as adjectives to describe larger women, would invoke a negative response by media outlets as well as incite members of the plus-size community. Nancy Upton, a size-12-wearing student and actress based in Dallas, Texas, decided to join the contest with a satirical entry, and created a blog. What happened next was a series of corporate communication problems that revealed a deeper issue of cultural insensitivity rather than just a poor choice of wording.

Notes:

Originally published in Garg, P., Fan, K., & ORourke, J. S. (2013). American Apparel: The plus-sized problem. 13-08. Notre Dame, IN: The Eugene D. Fanning Center for Business Communication, Mendoza College of Business, University of Notre Dame.

No ILL or scholarly sharing allowed.

Description based on XML content.

ISBN:

9781526403032

OCLC:

1017727082

Access Restriction:

Restricted for use by site license.