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American Apparel
- 1. The Client Brief 14th October 2011. AMERICAN APPAREL, PO 4352 Alexander Gubb, Courtenay Bayly, Jessica Osunsanmi, Jessica Pearson marketing@americanapparel.com
- 2. Where We Come From.
- 3. Where Are We Now?
- 4. • Skinny Jeans • Denial • Non-Prescription Glasses • Bad ‘80s Films • Ironic Facial Hair (Male) • Bobble Hat • French Literature (Sometimes) • Hand Made Mix-Tapes • Vintage Bicycle • Vegan (Possibly) • Coffee (Always) • Tattoos (Octopi, Anchors, Unicorns)
- 5. $120 Million in Debt.
- 7. • Ethical presence • Overly provocative • Little direct competition advertising • Well known • Negative public image • High quality clothing • $120M debt • Manufactured in the US – • Declining sales sweatshop free. • Vertical integration • Global presence • Clothing isn’t trend related Strengths Weaknesses Opportunities Threats •Gaps within market •current moral panic •Promote ethical stance surrounding sexualisation and children within media and retail industry. •Competitors producing basics. •Loan could be removed at any time. •Logo brands.
- 8. ‘‘This is a new generation of young adults. They want what their parents wanted at that age, what kids always want: to have a beer, to smoke a joint, to go to a good movie, to party . . . At the same time it doesn’t feel good when their happiness is based on exploitation.’’ - Dov Charney
- 9. How Can We Move Forward?
- 11. Where Do We Want To Be?
Editor's Notes
- http://www.guardian.co.uk/business/2010/aug/25/rise-fall-american-apparel Current position of the brand- History- Founded in 1989, we began by selling wholesale t-shirts. By 2005 we moved successfully into the retail market. The brands positioning- We sell non branded lounge wear of good quality. History of brand comms- Plain pictures of people in tops up until around 2003. After this all the adverts have tried to push the boundaries and be provocative. Competitive brands and their communications activity. Competitors who produce non branded clothing are our biggest threat. For example, Topshop is one of our main threats. They also use the same medium to advertise. (print ads via billboards and magazines.)
- We provided the ‘American Apparel’ Look for a generation.
- Key issues it faces As of Summer 2010, we are a company that is $120million in debt. We are on a relaxed $80 million loan from the British investor Lion Capital. If they decide that they want their money back we will go into receivership. The bad PR of our CEO and increasingly sexualised advertising of our products has caused markets to stop purchasing our goods at premium high street prices. Our moral business-plan has been overshadowed by our immoral advertising plan.
- Production and USP- Clothes are all made in America rather than sweat shops in developing countries. They are of good quality. American Apparel came out with new advertisements to promote immigration reform. They will encouraging others to support the view that immigrants in the USA should be allowed the right to legally work there. Providing ethically sourced and produced basic lounge wear for everyone. We are a vertical integration company. American Apparel Is An Industrial Revolution. Legalise LA. Legalise Gay. Winning several awards for our ethics and creativity.
- http://issuu.com/barbaravanstigt/docs/american-apparel-branding-12-09
- http://theselvedgeyard.wordpress.com/ http://theselvedgeyard.wordpress.com/2009/08/08/summertime-street-cruisin-retro-california-two-wheelin-fun/ http://theselvedgeyard.wordpress.com/2011/04/12/1970s-vintage-venice-beach-shots-epic-surf-sun-skate-radness Change of advertising style - Reconnect with our market. Print ads Main message- Simple good quality clothes. (from a good place) Links to the 1970’s and original Californian feel good vibe. Narrative through them? Effect Regain mass market by changing the provocative advertising. Improve brand image Take our advertising from inhouse to agency. Remind them why they bought American Apparel in the first place. It is hard-working, good-looking fashion. Fashion basics that you make your own. We no longer want websites and blog posts commenting on our ‘10 worst ads’ but our ‘10 best. We want you to help us rebrand through advertising and positive publicity. Promote the fact that ordinary people can be the face of AA. There is no over styling/makeover; our customers already have an edge and are the perfect people to sell their clothes to others.
- Young people. 18-35. Objective : By 2015 we need to be breaking even rather than losing the $30million a year we are at the moment. Plus Lion Capital could want to retract their loan at any time. Dov Charney has final say.