The controversial clothing retailer, American Apparel, removed Dov Charney from his CEO position. The founder had not been trustful in responding to the accusation of sexual harassment. Jeetendr Sehdev, a branding expert at the University of Southern California, expects the new leadership will a)return the brand to prominence.
具爭議性色彩的服飾連鎖店，American Apparel，將Dov Charney從CEO職位上解雇。這位品牌創立者回覆關於員工性騷擾的醜聞時，顯得閃爍其詞。目前任職於南加大的品牌專家，Jeetendr Sehdev認為新的領導風格，將有機會使American Apparel捲土重來。
Likewise, Lululemon, the yoga-inspired athletic retailer had a disastrous2014 when its founder indicated that women who had a problem with the size of Lululemon’s clothes were too fat to be wearing them. But with the company’s new venture into menswear, Erich Joachimsthaler, CEO of the strategy firm Vivaldi Partners Group, thinks the company is 1) turning a corner.
As the world’s most famous fast-food brand, McDonald faced a b) downturn as the trend to personalized and organic food over mass-produced hamburgers grew. However, Sehdev says, in 2015, the Golden Arches will succeed with a mobile ordering app and the “Create Your Taste” sandwich option, a program that allows people to customize their own hamburger with high-quality ingredients.”
By eliminating several featured services that had been the brands’ hallmarks, Jetblue had a difficult 2014. Joachimsthler sees the company 2) bouncing back in 2015, as it begins to target high-end, first-class passengers as a niche market and its expansion into the Midwest.
The past year was a challenge for Target, which suffered a massive customer data breach at the end of 2013 that will cost the company an estimated $148 million. Sehdevsees c) resurgence for the brand in 2015 due to its outstanding visual identity and its new partnership with Taylor Swift and Billy Joel. It will create an innovative brand-centric shopping experience.
去年對美國零售業集團Target 而言是個困難的一年。2013年年底，Target陷入客戶資料外洩風暴，這一波使該公司損失一億四千八百萬美金。Sehdev認為 Target在2015年將會東山再起。除了因為其傑出的品牌形象認同度，以及即將與Taylor Swift, Billy Joel等超級巨星的新合作關係。這些策略將為消費者創造品牌導向的消費經驗。
Turn a corner 度過難關、出現好轉局面
She was very ill but seems to have turned the corner now.
Bounce back 反彈，快速回升
The demand of technology products will bounce back in the next quarter.