hi I’m Evan Carmichael welcome to another edition of modeling the masters
another edition of modeling the masters
another edition of modeling the masters today’s video is brought to you by MX
today’s video is brought to you by MX
today’s video is brought to you by MX for business camera they launched a new
for business camera they launched a new
for business camera they launched a new Facebook page that has a lot of
Facebook page that has a lot of
Facebook page that has a lot of resources information ideas for
resources information ideas for
resources information ideas for entrepreneurs that I hope you go check
entrepreneurs that I hope you go check
entrepreneurs that I hope you go check out if you like the videos please go
out if you like the videos please go
out if you like the videos please go check out the Facebook page now I
check out the Facebook page now I
check out the Facebook page now I believe that the fastest and most
believe that the fastest and most
believe that the fastest and most effective way to grow your business is
effective way to grow your business is
effective way to grow your business is to model the strategies of people who
to model the strategies of people who
to model the strategies of people who have already done what you’re trying to
have already done what you’re trying to
have already done what you’re trying to do so today we’re gonna look at how a
do so today we’re gonna look at how a
do so today we’re gonna look at how a Canadian entrepreneur who was arrested
Canadian entrepreneur who was arrested
Canadian entrepreneur who was arrested for bootlegging t-shirts bringing them
for bootlegging t-shirts bringing them
for bootlegging t-shirts bringing them across the border went from that to
across the border went from that to
across the border went from that to becoming the largest t-shirt
becoming the largest t-shirt
becoming the largest t-shirt manufacturer in North America this is a
manufacturer in North America this is a
manufacturer in North America this is a story of Canadian entrepreneur Dov
story of Canadian entrepreneur Dov
story of Canadian entrepreneur Dov Charney and the top three lessons you
Charney and the top three lessons you
Charney and the top three lessons you can learn from his success he is the
can learn from his success he is the
can learn from his success he is the founder of American Apparel Dov Charney
founder of American Apparel Dov Charney
founder of American Apparel Dov Charney was born in Montreal Canada to Jewish
was born in Montreal Canada to Jewish
was born in Montreal Canada to Jewish parents but was sent to Wallingford
parents but was sent to Wallingford
parents but was sent to Wallingford Connecticut to attend a prestigious prep
Connecticut to attend a prestigious prep
Connecticut to attend a prestigious prep school to control his behavior
school to control his behavior
school to control his behavior Charney was a self-described hyperactive
Charney was a self-described hyperactive
Charney was a self-described hyperactive child and was frustrating his parents
child and was frustrating his parents
child and was frustrating his parents with his behavior who would focus on
with his behavior who would focus on
with his behavior who would focus on just about everything else but the
just about everything else but the
just about everything else but the school he was attending while ignoring
school he was attending while ignoring
school he was attending while ignoring schoolwork he would find a money-making
schoolwork he would find a money-making
schoolwork he would find a money-making opportunity by purchasing t-shirts at a
opportunity by purchasing t-shirts at a
opportunity by purchasing t-shirts at a Kmart and taking them across the border
Kmart and taking them across the border
Kmart and taking them across the border of Canada where he would sell them for a
of Canada where he would sell them for a
of Canada where he would sell them for a profit journey would then close a large
profit journey would then close a large
profit journey would then close a large order for t-shirts but the order went
order for t-shirts but the order went
order for t-shirts but the order went south and he would eventually lose more
south and he would eventually lose more
south and he would eventually lose more than $100,000 this business disaster
than $100,000 this business disaster
than $100,000 this business disaster would make charlie quit the t-shirt
would make charlie quit the t-shirt
would make charlie quit the t-shirt business for a while and go to college
business for a while and go to college
business for a while and go to college he found that the t-shirt business was
he found that the t-shirt business was
he found that the t-shirt business was calling him again so he dropped out of
calling him again so he dropped out of
calling him again so he dropped out of Tufts University in his senior year to
Tufts University in his senior year to
Tufts University in his senior year to follow his passion after moodling the
follow his passion after moodling the
follow his passion after moodling the South Carolina and getting a ten
South Carolina and getting a ten
South Carolina and getting a ten thousand dollar loan from his father
thousand dollar loan from his father
thousand dollar loan from his father journey would start a new t-shirt
journey would start a new t-shirt
journey would start a new t-shirt business in 1989 American Apparel today
business in 1989 American Apparel today
business in 1989 American Apparel today American Apparel has over five hundred
American Apparel has over five hundred
American Apparel has over five hundred million dollars in revenue and over
million dollars in revenue and over
million dollars in revenue and over eleven thousand employees
eleven thousand employees
eleven thousand employees it’s the largest clothing manufacturer
it’s the largest clothing manufacturer
it’s the largest clothing manufacturer in the United States and has almost 300
in the United States and has almost 300
in the United States and has almost 300 locations worldwide
locations worldwide
locations worldwide in 2004 China was named Ernst & Young’s
in 2004 China was named Ernst & Young’s
in 2004 China was named Ernst & Young’s entrepreneur of the year and he’s made
entrepreneur of the year and he’s made
entrepreneur of the year and he’s made quite a return for himself on that
quite a return for himself on that
quite a return for himself on that initial ten thousand dollar loan
initial ten thousand dollar loan
initial ten thousand dollar loan by following his passion and by not
by following his passion and by not
by following his passion and by not giving up after a big defeat Charney was
giving up after a big defeat Charney was
giving up after a big defeat Charney was able to go from small-time bootlegger
able to go from small-time bootlegger
able to go from small-time bootlegger into the largest t-shirt manufacturer in
into the largest t-shirt manufacturer in
into the largest t-shirt manufacturer in North America to help you amp up your
North America to help you amp up your
North America to help you amp up your business here are three action items and
business here are three action items and
business here are three action items and you can learn from Dov Charney action
you can learn from Dov Charney action
you can learn from Dov Charney action item number one narrow the market
item number one narrow the market
item number one narrow the market you can’t sell to everyone possessive
you can’t sell to everyone possessive
you can’t sell to everyone possessive entrepreneurs hone their offering around
entrepreneurs hone their offering around
entrepreneurs hone their offering around a specific target market and ignore the
a specific target market and ignore the
a specific target market and ignore the rest of the world when you design for
rest of the world when you design for
rest of the world when you design for everyone nobody ends up loving you they
everyone nobody ends up loving you they
everyone nobody ends up loving you they might love pieces of what you do but
might love pieces of what you do but
might love pieces of what you do but it’s never perfect for them when you
it’s never perfect for them when you
it’s never perfect for them when you design for a specific market you can
design for a specific market you can
design for a specific market you can make your product or service amazing for
make your product or service amazing for
make your product or service amazing for them solve their problems and forget
them solve their problems and forget
them solve their problems and forget about everyone else journey knows who’s
about everyone else journey knows who’s
about everyone else journey knows who’s buying his clothes and it’s a very
buying his clothes and it’s a very
buying his clothes and it’s a very specific market he’s tailoring his
specific market he’s tailoring his
specific market he’s tailoring his designs towards twenty-somethings which
designs towards twenty-somethings which
designs towards twenty-somethings which means tighter and sucks your clothes in
means tighter and sucks your clothes in
means tighter and sucks your clothes in the baby boomer generation before them
the baby boomer generation before them
the baby boomer generation before them were used to it also means given as
were used to it also means given as
were used to it also means given as clothes bright and bold colors journey
clothes bright and bold colors journey
clothes bright and bold colors journey identifies with this market a group of
identifies with this market a group of
identifies with this market a group of people who are more socially minded than
people who are more socially minded than
people who are more socially minded than their predecessors to the end he decided
their predecessors to the end he decided
their predecessors to the end he decided to market his company as not only brand
to market his company as not only brand
to market his company as not only brand free but also locally made and sweatshop
free but also locally made and sweatshop
free but also locally made and sweatshop free as he sees it journey has connected
free as he sees it journey has connected
free as he sees it journey has connected with an emerging youth movement a
with an emerging youth movement a
with an emerging youth movement a network of new hip youths that want cool
network of new hip youths that want cool
network of new hip youths that want cool clothes but do not want to be walking
clothes but do not want to be walking
clothes but do not want to be walking advertisements for giant corporations by
advertisements for giant corporations by
advertisements for giant corporations by narrowing his market he has created the
narrowing his market he has created the
narrowing his market he has created the largest t-shirt manufacturer in the
largest t-shirt manufacturer in the
largest t-shirt manufacturer in the country according the Charney
country according the Charney
country according the Charney there’s the relaxed fit generation and
there’s the relaxed fit generation and
there’s the relaxed fit generation and then there’s the next generation we like
then there’s the next generation we like
then there’s the next generation we like sexy at American Apparel we don’t have
sexy at American Apparel we don’t have
sexy at American Apparel we don’t have branding on the shirts it’s not a status
branding on the shirts it’s not a status
branding on the shirts it’s not a status symbol
symbol
symbol I can’t wear any brand on my body I just
I can’t wear any brand on my body I just
I can’t wear any brand on my body I just freak out
action item number to innovate going
action item number to innovate going exploit success depends on innovation if
exploit success depends on innovation if
exploit success depends on innovation if you want to stand out and be different
you want to stand out and be different
you want to stand out and be different from your competitors you need to find
from your competitors you need to find
from your competitors you need to find innovative ways to separate yourself
innovative ways to separate yourself
innovative ways to separate yourself innovation takes many forms
innovation takes many forms
innovation takes many forms it could be with your products or
it could be with your products or
it could be with your products or services business practices company
services business practices company
services business practices company culture customer service and the list
culture customer service and the list
culture customer service and the list goes on
goes on
goes on if you don’t innovate you’ll risk being
if you don’t innovate you’ll risk being
if you don’t innovate you’ll risk being an average company that most people
an average company that most people
an average company that most people ignore and forget about it
ignore and forget about it
ignore and forget about it American Apparel is about much more than
American Apparel is about much more than
American Apparel is about much more than clothes or at least Charney hope so in
clothes or at least Charney hope so in
clothes or at least Charney hope so in creating the company of his dreams
creating the company of his dreams
creating the company of his dreams journey wanted to make sure that it
journey wanted to make sure that it
journey wanted to make sure that it stood for something that it was selling
stood for something that it was selling
stood for something that it was selling a message along with its products that
a message along with its products that
a message along with its products that message is that a company does not have
message is that a company does not have
message is that a company does not have to be exploited if to turn a profit he
to be exploited if to turn a profit he
to be exploited if to turn a profit he make sure his employees not only get a
make sure his employees not only get a
make sure his employees not only get a decent base wage but can make more by
decent base wage but can make more by
decent base wage but can make more by working harder Charney also implements
working harder Charney also implements
working harder Charney also implements several new t-shirts every month to keep
several new t-shirts every month to keep
several new t-shirts every month to keep his customers looking for new and
his customers looking for new and
his customers looking for new and creative t-shirts to wear not only are
creative t-shirts to wear not only are
creative t-shirts to wear not only are his employees happy but his customers
his employees happy but his customers
his employees happy but his customers have several innovative choices when
have several innovative choices when
have several innovative choices when buying one of his t-shirts
buying one of his t-shirts
buying one of his t-shirts according to Charney we designed the
according to Charney we designed the
according to Charney we designed the rate in such a way that the average
rate in such a way that the average
rate in such a way that the average person should be able to make $100 a day
person should be able to make $100 a day
person should be able to make $100 a day that’s our target we want to pay more
that’s our target we want to pay more
that’s our target we want to pay more than the prevailing wages in Los Angeles
than the prevailing wages in Los Angeles
than the prevailing wages in Los Angeles because we want to have the happiest
because we want to have the happiest
because we want to have the happiest workforce we can have what I’m gonna
workforce we can have what I’m gonna
workforce we can have what I’m gonna prove and I’m gonna embarrass the entire
prove and I’m gonna embarrass the entire
prove and I’m gonna embarrass the entire establishment is that sweatshops are
establishment is that sweatshops are
establishment is that sweatshops are more expensive in the end than
more expensive in the end than
more expensive in the end than vertically integrated manufacturing in
vertically integrated manufacturing in
vertically integrated manufacturing in Canada or the US you see those prisons
Canada or the US you see those prisons
Canada or the US you see those prisons in China are inefficient and the
in China are inefficient and the
in China are inefficient and the opportunity cost of offshore production
opportunity cost of offshore production
opportunity cost of offshore production is huge because you can’t respond to
is huge because you can’t respond to
is huge because you can’t respond to market demands as quickly
action item number three deficiency is
action item number three deficiency is the key as entrepreneurs we tend to be
the key as entrepreneurs we tend to be
the key as entrepreneurs we tend to be time starved
time starved
time starved there’s always much more that needs to
there’s always much more that needs to
there’s always much more that needs to be done and not enough time of the day
be done and not enough time of the day
be done and not enough time of the day to do it focus on what you do best and
to do it focus on what you do best and
to do it focus on what you do best and find ways to make everything else more
find ways to make everything else more
find ways to make everything else more efficient
efficient
efficient it starts with eliminating tasks that
it starts with eliminating tasks that
it starts with eliminating tasks that are not really adding a lot of value to
are not really adding a lot of value to
are not really adding a lot of value to your business then automate as much as
your business then automate as much as
your business then automate as much as possible through technology finally you
possible through technology finally you
possible through technology finally you can delegate out the rest of the tasks
can delegate out the rest of the tasks
can delegate out the rest of the tasks that you don’t personally bring as much
that you don’t personally bring as much
that you don’t personally bring as much value – leaving only the high value high
value – leaving only the high value high
value – leaving only the high value high enjoyment tasks for you to work on
enjoyment tasks for you to work on
enjoyment tasks for you to work on you’ll grow your business and have much
you’ll grow your business and have much
you’ll grow your business and have much more fun in the process before building
more fun in the process before building
more fun in the process before building American Apparel to what it is today
American Apparel to what it is today
American Apparel to what it is today Charney had to file for bankruptcy it
Charney had to file for bankruptcy it
Charney had to file for bankruptcy it was because his company was suffering
was because his company was suffering
was because his company was suffering from a lack of one thing efficiency the
from a lack of one thing efficiency the
from a lack of one thing efficiency the staff for all in her 20s a wildly
staff for all in her 20s a wildly
staff for all in her 20s a wildly creative Bunch when it came to graphics
creative Bunch when it came to graphics
creative Bunch when it came to graphics and design but few knew the ins and outs
and design but few knew the ins and outs
and design but few knew the ins and outs of running the business in response
of running the business in response
of running the business in response Charney brought on marty bailey the
Charney brought on marty bailey the
Charney brought on marty bailey the industry expert will help make
industry expert will help make
industry expert will help make efficiency American Apparel secret
efficiency American Apparel secret
efficiency American Apparel secret weapon against his competitors one of
weapon against his competitors one of
weapon against his competitors one of his main strategies was to create what
his main strategies was to create what
his main strategies was to create what he calls team manufacturing where groups
he calls team manufacturing where groups
he calls team manufacturing where groups of eight to ten people work on a single
of eight to ten people work on a single
of eight to ten people work on a single garment together each performing a
garment together each performing a
garment together each performing a different task being more efficient
different task being more efficient
different task being more efficient during the manufacturing process
during the manufacturing process
during the manufacturing process allows American Apparel to grow and
allows American Apparel to grow and
allows American Apparel to grow and Charney’s determined to remain as
Charney’s determined to remain as
Charney’s determined to remain as efficient as possible according to
efficient as possible according to
efficient as possible according to charming as a result of this system were
charming as a result of this system were
charming as a result of this system were able to compete with China and kick ass
able to compete with China and kick ass
able to compete with China and kick ass the American way it’s less expensive for
the American way it’s less expensive for
the American way it’s less expensive for me the way we do business to manufacture
me the way we do business to manufacture
me the way we do business to manufacture here in the United States there’s a high
here in the United States there’s a high
here in the United States there’s a high cost of going offshore if you’re working
cost of going offshore if you’re working
cost of going offshore if you’re working with a supplier in China you’ve got to
with a supplier in China you’ve got to
with a supplier in China you’ve got to work months in advance if you’re working
work months in advance if you’re working
work months in advance if you’re working with your own factory you can wake up
with your own factory you can wake up
with your own factory you can wake up one morning and say hey let’s make ten
one morning and say hey let’s make ten
one morning and say hey let’s make ten thousand tank tops today
thousand tank tops today
thousand tank tops today so remember narrow your market innovate
so remember narrow your market innovate
so remember narrow your market innovate and be efficient to finish up this video
and be efficient to finish up this video
and be efficient to finish up this video I wanted to share what on my favorite
I wanted to share what on my favorite
I wanted to share what on my favorite true stories about Dov Charney and some
true stories about Dov Charney and some
true stories about Dov Charney and some of his best quotes love Charney was such
of his best quotes love Charney was such
of his best quotes love Charney was such a hyperactive child that his Canadian
a hyperactive child that his Canadian
a hyperactive child that his Canadian parents sent him to a prep school in
parents sent him to a prep school in
parents sent him to a prep school in Connecticut there you would see many of
Connecticut there you would see many of
Connecticut there you would see many of his classmates selling t-shirts on
his classmates selling t-shirts on
his classmates selling t-shirts on school grounds
school grounds
school grounds this gave Charney an idea of buying
this gave Charney an idea of buying
this gave Charney an idea of buying t-shirts from the local Kmart and taken
t-shirts from the local Kmart and taken
t-shirts from the local Kmart and taken them across the border into Canada to
them across the border into Canada to
them across the border into Canada to sell for profit which happened to be
sell for profit which happened to be
sell for profit which happened to be against the law during one of his
against the law during one of his
against the law during one of his bootlegging excursions he was arrested
bootlegging excursions he was arrested
bootlegging excursions he was arrested they took me down a station ten which
they took me down a station ten which
they took me down a station ten which doesn’t exist anymore and after a couple
doesn’t exist anymore and after a couple
doesn’t exist anymore and after a couple of hours of me yelling
of hours of me yelling
of hours of me yelling masoom Monsieur they let me out and gave
masoom Monsieur they let me out and gave
masoom Monsieur they let me out and gave me back my cash and my shirts recalls
me back my cash and my shirts recalls
me back my cash and my shirts recalls Charney so what did i do headed straight
Charney so what did i do headed straight
Charney so what did i do headed straight for the cock and bull to try and unload
for the cock and bull to try and unload
for the cock and bull to try and unload the rest of them even getting arrested
the rest of them even getting arrested
the rest of them even getting arrested did not deter attorney from selling his
did not deter attorney from selling his
did not deter attorney from selling his t-shirts
thank you for joining me for another
thank you for joining me for another dish of the model in the masters if you
dish of the model in the masters if you
dish of the model in the masters if you liked the video and you want to see more
liked the video and you want to see more
liked the video and you want to see more please give it a thumbs up below I’d
please give it a thumbs up below I’d
please give it a thumbs up below I’d also love to hear what you have to think
also love to hear what you have to think
also love to hear what you have to think if you want to leave a comment under the
if you want to leave a comment under the
if you want to leave a comment under the video and please make sure you go check
video and please make sure you go check
video and please make sure you go check out the mx2 business kind of a Facebook
out the mx2 business kind of a Facebook
out the mx2 business kind of a Facebook page they supported us in making these
page they supported us in making these
page they supported us in making these videos so thank you and stay tuned if
videos so thank you and stay tuned if
videos so thank you and stay tuned if next episode
”
Be First to Comment