We use our money to “vote” for products in the marketplace. When we make a purchase, we vote not just for the value of the product itself but also for the ethics involved in manufacturing, packaging and promoting it.  If a product does not get enough votes, it is removed from the marketplace.  If it gets a lot of votes, the company will stay the course, replicating a marketing strategy that works.

On their website, the well-known clothing company American Apparel, talks about the past success of their marketing campaigns and how it supports their branding;

“American Apparel’s ads have always been easily identifiable, standing out amongst our peers and luxury brands alike, and have been instrumental in our success worldwide.  Familiar images of employees and friends from around the world—not models—allow us to express the diversity American Apparel is built on and an aspect of authenticity that is often lost in traditional advertising. Our provocative, real, unpretentious aesthetic has struck a chord with today’s young trendsetters, and has drawn us an intensely loyal following…”

Based on this explanation, I would likely support their marketing because instead of underweight, made up, airbrushed models, they are using “real” people to market their clothing.  I like that and I like the message it sends. 

However, American Apparel recently launched a new ad campaign that frankly, turns my stomach. They are inviting young women to post pictures of their AA-clad bottoms on the American Apparel website and then allowing people to not only vote for the best bottom but to actually make comments about them!

See it for yourself at: http://i.americanapparel.net/storefront/UGCStyle/BestBottom2010/index.asp

Here’s their invitation:

“Confident about the junk in your trunk? Show us your assets! Post a photo of your booty’s best side for judgment. We’re looking for a brand new bum (the best in the world!) to be the new “face” for our always expanding intimates and briefs lines. The winners will be flown to LA, photographed and featured online. Send in a close-up photo of your backside wearing American Apparel panties, bodysuits or briefs for consideration and vote for your personal favorites.”

I find it offensive to see rows upon rows of bums with scores posted next to them!  This is disrespectful and juvenile!  In addition, there is no telling how old the owners of these bottoms are!  Although the site does say, “you must be 18 or older to enter”, but there are no safeguards.  The company has put no systems in place to prevent underage girls from posting their photos.  Some of the images are bordering on pornographic and it is no surprise that the “judges” are primarily male – I would guess primarily aged 15-25, based on the poor grammar and graphic nature of the comments.

In addition, some of the comments are very unkind.  I worry about the impact these negative comments may have on the young women who posted their photos.  Why these young women would subject themselves to this kind of judgment in the first place is also a concern but I will address that at another time.

As a result of “The Search for the Best Bottom in the World” campaign, American Apparel does NOT get my value vote!  I believe this campaign is irresponsible and immature. I will not turn my money over to a company that participates in and encourages a culture in which women are objectified, compared, judged and ridiculed.  I will not support a company that puts young women at risk in such a way - all for the chance to win $300 worth of clothing.  Okay, its time for you to weigh in on the issue.  What do you think?  Does American Apparel get YOUR Value Vote?