Gender Exploitation Of American Apparel

5.1. Summary

Overall, the results show that sex sells, as indicated by the prevalent use of women and men as sexual imagery. However, the analysis of ‘gender exploitation’ further reveals that it is a bigger issue of gender exploitation in this context further reveals that it is a extremely important issue today. This has led to statements by Cortese, Williamson, Wolf and many more mentioned throughout the research paper. The impression is given that fashion advertising such as the US clothing lines should be stopped from getting away, should not adopt this way of ‘artistic’ methods into their own work. The focus of beauty, and commercial advertising literature concerned with contemporary sources were key in tracing back, looking for the answer.

A stark comparison to that of American fashion companies like that of American Apparel who would seem bypass the same established laws in society with clever marketing loopholes. It has been detected, that even though American Apparel has a diluted image in European markets due to advertising regulation. They’re image and style is still being broadcast like a parasite across social media, which has no such regulations and social boundaries. Resulting in European markets being tainted by their ever growing brand. The analysis results from the research have enlightened the author the need to inform our generation to the fact our social idealizations are being raped by corporate greed. We must define what is acceptable in Design.

American Apparel has the opportunity to change their brand image to a less- sexual store image. Their ‘USA’ label will allow American Apparel to gain a strong market position against other basic brands. Overall, American Apparel has many strengths and opportunities that allow the company to market in a new way. There is hope that this research could one day help raise consumer awareness on this specific issue, and also benefit the use of design in more appropriate