It’s a slice of time as the documentary takes us back in time to the hey day of the coolest brand of the day in the late 90’s and early 2000’s. It entered pop culture in a way that few others had at the time and made headlines for exclusion. Those days were not politically correct and those days allowed so much to go by as acceptable – until it didn’t. The film was made for Netflix and is directed by Alison Klaym an. Over-sexualized marketing and hiring practices came to light and times were different. The PG-14 1:28 minute film highlights a company whose outdated branding and lack of inclusivity led to its downfall. Discriminations lawsuits and tone deaf comments by its CEO showed a lack of awareness and brashness that hurt the brands reputation. In. 2004, the company agreed to to settle a class-action lawsuit and paid $40 million dollars. The suit alleged it engaged in workplace discrimination and promoted white workers ahead of Black, Hispanic and Asian. the film looks at how it was all the range and epitome of youthful chic as the stores were filled with model-type workers and loud music to a beat that made young people want to shop there and be part of the hip culture. As time went on – what was seen as hip became passe as the times had changed but the company was still riding on what was. What was perceived as an All-American boy and girl was anything but. The exclusionary hiring practices came out and the rest is history. No longer did the brand fill shopping malls and attract the hip crowd. In 2015, business fell 80% and 450 stores were closed after it refused to find the moral high ground. The movie does a great job of sharing those times. Today the brand is back and doing well and the brand is no longer just for teens. today – was failed is cool again. No longer will you find semi-nude models in advertising and sexual insensitive slogans no longer are in its marketing. It’s on track now for a second year of double digit growth for the first time in more than 10 years. The company has told investors that it expects sales this year to rise 10% from 2023. The movie is a night flashback into pop culture and business history. We had to see it, because we lived through it.
