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Creative strategy for rebranding
American Apparel is iconic brand that creates sweatshop free, creative
and original clothing that is made in USA. The bran...
American Apparel ads were banned for
presenting underaged appearance
models
Other failures in advertising
Three years ago AA made special sale offer for areas which were affected by
Hurricane Sandy....
In addition to the communication problems and bad reputation, company faces
turnover in all senior management positions. T...
Ex CEO Dov Charney
organising his former
employees to help him to
come back to his position.
Last year after having a law
...
The new CEO with the past of consulting fashion brands that struggle with financial
problems states that brand has new appr...
Latest News From American Apparel. 25th of March,
2015.
New attempts to advertise their products less provocative
Unfortunately its still not clear what new approach AA is going to take,
since turnover of CEO’s brand had several banned ...
Sales information
Current target audience
Young, creative people
aged 20 to 32
culturally sophisticated
independent-minded
tech savvy
well e...
Competitors
The new strategy
• Fixing the reputation of clothing brand.
• Ditching the soft porn style and becoming the opposite in th...
Solution
Emphasise image of social consciousness
A business model which concentrates on developing value for customers and...
A new concept for target audience
Socially responsible, culturally aware millennials that understands the
meaning of sweat...
New Values
• Supporting least desired paths.
• Anti sexual comment.
• Anti bullying statements.
• Teaching people to help ...
The only way to volume down the sexist accusations and
change bad reputation into respectable social commentator
would be ...
Creative strategy team:
Elena Reimeryte
Ruta Jakstaite
Milda Vysniauskaite
American Apparel case study
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American Apparel case study

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American Apparel case study

  1. 1. Creative strategy for rebranding
  2. 2. American Apparel is iconic brand that creates sweatshop free, creative and original clothing that is made in USA. The brand is famous for its soft- porn advertising images leading to a never ending lawsuits.
  3. 3. American Apparel ads were banned for presenting underaged appearance models
  4. 4. Other failures in advertising Three years ago AA made special sale offer for areas which were affected by Hurricane Sandy. It was taken as a very unethical move.
  5. 5. In addition to the communication problems and bad reputation, company faces turnover in all senior management positions. This leads to the protests of the employees and open dissatisfaction in public websites. Dramatic change in the management lead to dissatisfaction
  6. 6. Ex CEO Dov Charney organising his former employees to help him to come back to his position. Last year after having a law suit for sexual harassment he lost his voice and was fired from the company, he still remains the biggest shareholder. Internal company’s dispute
  7. 7. The new CEO with the past of consulting fashion brands that struggle with financial problems states that brand has new approach - less sex, more social comments, still edgy and creative.  “My goal is to make American Apparel a better company, while staying true to its core values of quality and creativity and preserving its sweatshop-free, Made in USA manufacturing philosophy,” Schneider said in the statement.
  8. 8. Latest News From American Apparel. 25th of March, 2015.
  9. 9. New attempts to advertise their products less provocative
  10. 10. Unfortunately its still not clear what new approach AA is going to take, since turnover of CEO’s brand had several banned ads for the sexual exploitation of women with underaged appearance. Also Schneider signed off the Valentine campaign which covered famous hip hop song “Bubble butt”, involved twerking and promoting AA panties and socks. Although, New CEO previously has said that sexuality will be on lower volume excluding lingerie lines, from all communication platforms and online shop it looks like the same pro sexual brand that has not done anything about to change. Their latest video was done in the old way
  11. 11. Sales information
  12. 12. Current target audience Young, creative people aged 20 to 32 culturally sophisticated independent-minded tech savvy well educated Fashion conscious New CEO wants to pay more attention to 30- something women and mothers
  13. 13. Competitors
  14. 14. The new strategy • Fixing the reputation of clothing brand. • Ditching the soft porn style and becoming the opposite in the same, creative, aesthetically clean way. • New visual concept: asexual with a sense of humour; awkward, but intelligent
  15. 15. Solution Emphasise image of social consciousness A business model which concentrates on developing value for customers and the community Introduce a Corporate Social Responsibility campaign Refocus on new brand perception
  16. 16. A new concept for target audience Socially responsible, culturally aware millennials that understands the meaning of sweatshop free corporation and other social and ethical topics as well as has a taste in creative industries.
  17. 17. New Values • Supporting least desired paths. • Anti sexual comment. • Anti bullying statements. • Teaching people to help elderly. American with values.
  18. 18. The only way to volume down the sexist accusations and change bad reputation into respectable social commentator would be buttoning up the sexuality by having first asexual campaign. This campaign would have to use same original and creative frame for intelligent, but fun and edgy comments on itself and on society. Nobody will forget what has happened recently, but since American Apparel is discussing all inside affairs publicly, they should keep that honest and direct voice on the next advertising campaign. Offering button up and supporting non sexist campaign. Campaign - Button up
  19. 19. Creative strategy team: Elena Reimeryte Ruta Jakstaite Milda Vysniauskaite

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