lather, rinse, rebrand

American Apparel Taps Drew Carey for Image Turnaround

Posted by Shirley Brady on September 6, 2010 03:00 PM

American Apparel, the embattled US clothing brand struggling for its existence, is fighting back with its first back-to-school commercial, featuring a mock version of classic US game show The Price is Right hosted by an all-American TV personality Drew Carey — a surprising choice that indicates founder Dov Charney isn't kidding about shedding AA's hipster roots and rebranding its image and clothing to become preppier and more wholesome. Do you think consumers, literally, will buy it?

More about: Fashion, Retail, American Apparel, Drew Carey, Rebranding

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Comments

Chris Hill says:

If Dov wants to define his 2nd Act as true All American, then this is a good move, if he also includes structuring his stores to open in malls next to Hot Topic and re-sizes his garments for more mainstream bodies. In the future, Act 3 would have to be walmart or Target. The alternative to Hanes is now the replacement or it's too late and he blew it.

September 7, 2010 02:13 PM #

squidbuller says:

Fook youn

September 13, 2010 09:48 AM #

jrobgood says:

I remember these spots from a few years ago. Oh wait, no, that was for Old Navy.

September 7, 2010 05:38 PM #

HA!!!!!

September 7, 2010 08:13 PM #

ghfjhdhghj says:

wowwwwwwwwwww im gonna buy

September 13, 2010 09:24 AM #

lol says:

Shut your whore mouth you skank

September 13, 2010 09:26 AM #

lol says:

round eye

September 13, 2010 09:27 AM #

MANIF3STtv @ youtube says:

im not buying!!!
i miss the old slutty shit!!

September 13, 2010 09:29 AM #

Aneel Sood says:

I find this video to be racist

September 13, 2010 09:31 AM #

Aneel Sood says:

I find this video to be somewhat racist towards us fellow Indians

September 13, 2010 09:33 AM #

Aneel Sood says:

I don't comprehend what they're saying

September 13, 2010 09:34 AM #

Aneel Sood says:

zGODLY

September 13, 2010 09:38 AM #

Matt says:

Shut the whunt

September 13, 2010 09:40 AM #

Kevin Smale says:

T R ii C K Zz x
add me i suck at cod though

September 13, 2010 09:41 AM #

Weeralf says:

Yah bomba fish rah rah rah

September 13, 2010 09:42 AM #

Weeralf says:

Yah bomba fish rah rah rah

September 13, 2010 09:42 AM #

Weeralf says:

Yah bomba fish rah rah rah

September 13, 2010 09:42 AM #

Weeralf says:

Yah bomba fish rah rah rah

September 13, 2010 09:42 AM #

Weeralf says:

Yah bomba fish rah rah rah

September 13, 2010 09:42 AM #

Weeralf says:

Yah bomba fish rah rah rah

September 13, 2010 09:42 AM #

Weeralf says:

Yah bomba fish rah rah rah

September 13, 2010 09:42 AM #

Weeralf says:

Yah bomba fish rah rah rah

September 13, 2010 09:42 AM #

Weeralf says:

Yah bomba fish rah rah rah

September 13, 2010 09:42 AM #

Weeralf says:

Yah bomba fish rah rah rah

September 13, 2010 09:42 AM #

Weeralf says:

Yah bomba fish rah rah rah

September 13, 2010 09:42 AM #

Weeralf says:

Yah bomba fish rah rah rah

September 13, 2010 09:42 AM #

Weeralf says:

Yah bomba fish rah rah rah

September 13, 2010 09:42 AM #

Weeralf says:

Yah bomba fish rah rah rah

September 13, 2010 09:42 AM #

Weeralf says:

Yah bomba fish rah rah rah

September 13, 2010 09:42 AM #

Weeralf says:

Yah bomba fish rah rah rah

September 13, 2010 09:42 AM #

Weeralf says:

Yah bomba fish rah rah rah

September 13, 2010 09:42 AM #

Weeralf says:

Yah bomba fish rah rah rah

September 13, 2010 09:42 AM #

Weeralf says:

Yah bomba fish rah rah rah

September 13, 2010 09:42 AM #

Weeralf says:

Yah bomba fish rah rah rah

September 13, 2010 09:42 AM #

Kevin Smale says:

.

September 13, 2010 09:43 AM #

Weeralf says:

WHAT THE FUNTOR?

September 13, 2010 09:44 AM #

Weeralf says:

WHAT THE FUNTOR?

September 13, 2010 09:44 AM #

Aneel Sood says:

Add me Ive got 37 days played on mw2 and i never got in a tenth lobby so its legit

zINDIAN

September 13, 2010 09:44 AM #

Weeralf says:

GROPE

September 13, 2010 09:45 AM #

Weeralf says:

GROPE

September 13, 2010 09:45 AM #

Kevin Smale says:

zRETARD is my gt.... i dont really know how to play though, im in grade 10 and i take grade 2 math.

September 13, 2010 09:46 AM #

squidbuller says:

Greeeeeep

September 13, 2010 09:46 AM #

squidbuller says:

Greeeeeep

September 13, 2010 09:47 AM #

squidbuller says:

Greeeeeep

September 13, 2010 09:47 AM #

squidbuller says:

Greeeeeep

September 13, 2010 09:47 AM #

squidbuller says:

Greeeeeep

September 13, 2010 09:47 AM #

squidbuller says:

Greeeeeep

September 13, 2010 09:47 AM #

squidbuller says:

Greeeeeep

September 13, 2010 09:47 AM #

aneel sood says:

never mind i take that back
kevin is smart at math and good at cod

September 13, 2010 10:01 AM #

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