Case Study American Apparel
Overview, Learning Outcomes and Structure of the Lesson
Style
Substance
Sex
As the video recommended by Prof. Belz is no longer available, we would like to invite you to watch the following video by American Apparel instead:
Review and Discussion
- What are the sustainability marketing values of American Apparel? Are they credible and reflected in the coporate brand?
- What do you think about the sexually charged advertisements of American Apparel? Do they enhance or endanger the brand ethos of American Apparel?
Literature and References
Belz, F.M., Peattie, K. (2012): Sustainability Marketing: A Global Perspective, 2. ed., Chichester: Wiley, p. 133-135.
Crane, A. (2000): Marketing, Morality and the Natural Environment, London: Routledge.
Crane, A. and Matten, D. (2010): Business Ethics, 3rd ed, Oxford: Oxford University Press.
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