American Apparel's new look under CEO Paula Schneider will be in full swing by fall. According to an LA Times report, Schneider has scaled back the amount of new product offerings, a move that will be reflected in stores nationwide. "Instead the company will concentrate on offering styles in more color variations, a move to avoid a problem that analysts say plagued American Apparel: offering too many products, many that didn't sell well," reporter Shan Li writes.
Schneider will also start beefing up the retailer's online shop, which has never been a strong selling point for the brand. Li reports that Schneider has hired the company's first chief digital officer, who will focus on ramping up the online experience and driving higher e-commerce sales.