Course’s expectations – Ambitions and Goals:
What appeared to me obvious in the first Evolving Industry class was that it would help me gain a deep understanding of the communications field and of major communications tools (I was unfortunately not able develop this in my previous Political Sciences studies).
What I appreciate in this course is the ability to apply learned theories into practice - while working on field trips combined with the unique opportunity of visiting renowned agencies. I am looking forward to being exposed to businesses of various sizes in order to determine the type of structure and environment I wish to eventually work in.
I expect from this course to be exposed to the communication strategies applied by successful businesses, in order to understand their functioning. Moreover, coming from a European background, I expect to learn the differences about New York-based (or American) Communications/PR strategies and infrastructures.
With this course, I really aim to determine whether I wish to work in an agency or directly for a brand.
Thanks to class discussions and field trips, I also aim to strengthen my confidence to start, participate and carry on a debate in public.
TTIY Project:
I chose American Apparel for my TTIY project.
I wanted to work on this brand for many reasons.
Not only do I admire the clothes that evoke statement casual wear, I also greatly appreciate their advertising campaigns’ aesthetics. While American Apparel strives in providing wardrobe basics, its brand identity lies in showcasing the pieces worn in a raw and sexually provocative way. The imagery often consists of young women photographed in a deliberate amateur-like light, wearing little or no make-up and offering an intimate feel. The label’s founder and CEO Dov Charney, who explicitly declared his love for sex and fashion, shows once again the power of sexually charged fashion imagery.
In addition to the controversial campaigns, the brand has garnered much attention from the media due to its founder, who has been repeatedly involved in allegations made by former employees of sexual harassment : “ Ex-employees have accused the CEO of forcing them to perform oral sex and showing up at the office in underwear. In 2011, five women sued Charney for sexual harassement and sexual assault in two separate lawsuits » (http://www.huffingtonpost.com/2012/12/03/american-apparel-lawsuit-dov-charney_n_2232080.html).
There are also rumors (or maybe it’s true?) that the company requires a complete profile emphasizing on physical appearance as being a major factor to being hired.
Finally another factor for my choice lies in the fact that the label was at the tip of filing for bankruptcy more than once, but has managed to turn around its financial situation. How? This is another aspect I would like to discover more about.
What appeared to me obvious in the first Evolving Industry class was that it would help me gain a deep understanding of the communications field and of major communications tools (I was unfortunately not able develop this in my previous Political Sciences studies).
What I appreciate in this course is the ability to apply learned theories into practice - while working on field trips combined with the unique opportunity of visiting renowned agencies. I am looking forward to being exposed to businesses of various sizes in order to determine the type of structure and environment I wish to eventually work in.
I expect from this course to be exposed to the communication strategies applied by successful businesses, in order to understand their functioning. Moreover, coming from a European background, I expect to learn the differences about New York-based (or American) Communications/PR strategies and infrastructures.
With this course, I really aim to determine whether I wish to work in an agency or directly for a brand.
Thanks to class discussions and field trips, I also aim to strengthen my confidence to start, participate and carry on a debate in public.
TTIY Project:
I chose American Apparel for my TTIY project.
Not only do I admire the clothes that evoke statement casual wear, I also greatly appreciate their advertising campaigns’ aesthetics. While American Apparel strives in providing wardrobe basics, its brand identity lies in showcasing the pieces worn in a raw and sexually provocative way. The imagery often consists of young women photographed in a deliberate amateur-like light, wearing little or no make-up and offering an intimate feel. The label’s founder and CEO Dov Charney, who explicitly declared his love for sex and fashion, shows once again the power of sexually charged fashion imagery.
Finally another factor for my choice lies in the fact that the label was at the tip of filing for bankruptcy more than once, but has managed to turn around its financial situation. How? This is another aspect I would like to discover more about.
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