Talk about a chilly reception. Days after being named the new chief executive officer at fashion retailer American Apparel — upon the firing of its controversial former CEO and company founder Dov Charney — Paula Schneider is being met with significant resistance from managers at the brand.

More than 30 of those executives asked American Apparel’s board of directors to reconsider their decision to fire Charney, claiming he’s what “makes this thing tick.” The managers were upset that the board didn’t consult them before the decision to let Charney go was made.

In addition to dealing with Charney supporters within American Apparel’s management team, Schneider has to contend with Charney loyalists on the company’s board as well. Private-equity firm Lion Capital, a longtime ally of Charney that owns stock warrants in the company, exercised its right to name a director in August and picked Robert Mintz, a meat industry executive who has known Charney since childhood.

Dissension in the ranks of American Apparel’s management is the last thing Schneider needs as she tries to reverse mounting debt and sluggish sales for the retailer. In addition, she must work to improve American Apparel’s image, which has taken repeated hits for its sexually charged advertising and culture. Being a woman might help Schneider in that regard.

“It’s extraordinarily important that she’s a woman,” said Catherine H. Tinsley, a management professor at the McDonough School of Business at Georgetown University, in this Biz Women article. “Charney did a few good things, but you can’t substitute wonderful technology for having a bad corporate culture. This person created an incredibly sexualized culture that was obviously threatening and offensive to a large number of employees. By bringing in a woman, American Apparel is sending a strong signal that this behavior isn’t tolerated. The symbolism of this is really important.”

Schneider is certainly qualified for the position. She comes to American Apparel after holding top executive positions at retailers such as Warnaco, Gores Group and BCBG Max Azria. Her first task — and quite possibly her toughest — will be winning the confidence and trust of a team that was loyal to her predecessor.

At least Schneider has the backing of American’s Apparel board members (at least the majority of them … and for now). “We’re pleased that what we set out to do last spring — namely, to ensure that American Apparel had the right leadership — has been accomplished,” said Allan Mayer, co-chairman of the board. “We’re confident that Paula Schneider has the skills and background to lead the company to long-term success.”

Do you think it was important that American Apparel hired a woman to lead the company following the controversial tenure of Dov Charney? And what are your thoughts on whether Schneider is in a position to thrive or has she been set up for failure? Let us know by posting a comment below.