American Apparel: new developments in management

By

Olivier Guyot

Published
Mar 2, 2015

While Dov Charney, the ousted founder and former CEO of American Apparel is continuing to look to regain control of the brand, Paula Schneider, the current CEO of the company, is reorganizing her management team.

American Apparel has announced the appointment of Thoryn Stephens as chief digital officer. He will be responsible for optimizing the company’s digital marketing, data analytics and e-commerce strategies. 

Having worked at MySpace as well as at the footwear pure player Shoedazzle.com, he recently served as director of user insights and consumer analytics at Fox for its various online media networks. In May 2014, he began as vice president of data science at Tillster, the online restaurant ordering company.

American Apparel has also hired on Cynthia Erland as its senior vice president of marketing. For the past two years she has run a marketing and public relations firm in Los Angeles. Previously, she served as vice president of marketing at Perry Ellis International from 2008 to 2013.

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Iris Alonzo, meanwhile, has been fired once again. The creative director, who is close to Dov Charney, was dismissed in June, before being called back and reinstated in November. 

American Apparel, whose manufacturing facilities are located in California, has a network of 245 stores in 20 countries and an e-commerce presence in 60 markets.