How American Apparel CEO Is Rebuilding The Troubled Brand When CEO Paula Schneider took the helm of American Apparel in January, she had quite a challenge on her hands. The company known for its provocative advertising had been losing money for years and needed to be financially restructured if it hoped to embark upon a turnaround. After accomplishing that task, Schneider focused on revitalizing the brand and amplifying its Made In America story. Next spring, the company will launch its first global ad campaign under the new marketing team, focusing on the core basics -- under $50 premium quality t-shirts. The first phase of the campaign will feature the iconic American t-shirt with emphasis on U.S. manufacturing.
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