AmericanApparelChangesBrand S.W.O.TImage S.W.O.TBrand ObjectivesCampaign MessagesWorkplace EthicsNew Communication StrategiesVisual IdentityAdverts MoodboardCalanderBudgetMeasurment of Success
American Apparel is a verticallyintegrated manufacturer, distributorand retailer, based in downtownLos Angeles, CA. Within our businessmodel, knitting, dyeing, cutting,sewing, photography, marketing anddesign all happen in the company’sfacilities in Los Angeles, creating ashorter turnaround and a greaterability to service the need of our clients.American Apparel operates thelargestfactoryintheUnitedStates,at a time when most apparelproduction has moved offshore.We currently employ approxi-mately 10,000 people globally(about 5,000 in LA).Our dye houses in downtown LAallows us to test, develop andimplement new colours acrossour product line, without delaysthat many other manufacturesexperience.From our soft smooth cotton toour innovative blends our fabric iswhat gives our durable garmentsit superior fit and makes themideal for customization andembellishment.American Apparel leverages art,design and technology to advancethe business process, whilecontinuing to pioneer industrystandards of social andenvironmental responsibility inthe workplace.
The Face of American Apparel is Changing...American Apparel has long been establishedas one of Americas trendiest brand withquality, consistency in design and pioneer-ing manufacturing traditions.Today the brand is no longer exclusive foryoung adults in urban cities, but has devel-oped to a leading basic brand for people ofall ages, with both wholesale and retaildivision globally.However, the brand itself has had very littletransformation despite its growing expan-sion into new countries and the currentmarket conditions.It is time for a change in American Apparelboth in management and its visual identity.Founder Dov Charney, that took the conceptof making plain clothes fashionable andcreated the largest vertical integration opera-tion in America, have decided to step downas CEO and take a non-management creativedirector role.A new management with heavy retail storeexperience will be introduce and take overAmerican Apparel to create a strong retailenvironment and secure financial issues.American Apparel’s origin leverage for art,design and technology will still advance thebusiness process, while continuing topioneer industrial standards of social andenvironmental responsibility to the workplace.Doing so American Apparel can differentiateitself as a forward thinking brand that reflectsAmericanApparel’s initiative to new and currenttarget markets through innovative and dynamicchange, whilst retaining what’s epitomizes thebrand: that of quality, liberated and consistencyin design.American Apparel new management willreassure financial stability and reposition thebrands current reputation. Change is visualidentity to its origin beliefs as a young,freethinking and honest brand to cut the gapebetween its current communication strategiesand the brand core values.AmericanApparel
S- Brand fair play- Leading sustainable business model- Manufacture leading-edge- Socially responsible- Quality merchandise- Focus on sustainable fashion and production- Sweatshop free- Trendsetter brand- Cult status with largeconsumer groupT- Dov Charney poor judgement- Financial issues- Alienated costumers- Rising cotton prices- Failing salesO- Social good- Communication with publics- Product development to a better appeal to its customers- Reposition current reputation on social media channels- The advantage of online shopping- Reassuring financial stabilityW- CEO Dov Charney and his mis-management- Stock stability- Hiring policies- Undesirable Public image- Financial reports- OverexpansionAmerican ApparelBrand
ImageT- Sexual harassment and lawsuits- Dov Charney behaviour and mis-management- Other retail brand’s with stronger image/identity- Financhial problemsW- Slowly becoming an ironic representationof exploitation- Provocative advertisingtechniques – porn related- Unorthodox business practices- Mixed message to consumers,serious risk to the integrity of the companyO- Re-brand AA core mission tothe public- Move to a classier aestheticadvertising strategy- Change policies to createnew consumer groupsS- Sweatshop free- Made in USA- Domestic fair labour practices- Fair treatment to garment workers- Young, freethinking and honestAmericanApparel
BrandObjectives- Make cooperated changes in management toreposition current beliefs about AmericanApparel, to be taken serious and seen as aresponsible brand by new investors and con-sumer groups.- Change current communication strategies torestore American Apparel reputation andbecome a desirable brand again.- Reassuring financial stability, with lessexternal advertising, reduce cannibalization andopening of new stores to fitmarket conditions.- Priorities American Apparel’s values insidetheir innovative business model and develop astrong persona as a leading sustainablecompany with focus on environmental manu-facturing production.
CampaignMessages- Restore American Apparel’s reputation asresponsible, yet a youthful, freethinking andcolourful brand with changes in managementand store-to-store relationships.- Cut external advertising to gain a less exposedbrand profile and focus on social media chan-nels to drive current and new consumers to theonline store.- Increase positive press coverage and createawareness aroundAmericanApparel innovativeenvironmental policies as a sustainablecompany.AmericanApparel
WorkplaceEthicsCampaign Messages:- Make cooperated changes in management toreposition current beliefs about American Ap-parel. To be taken serious and seen as a respon-sible brand by new investors and costumers.- Reassuring financial stability, with less adver-tising, reduce cannibalization and opening ofnew stores to fit market conditions.- Restore American Apparel reputation as a re-sponsible, yet youthful, freethinking and honestbrand with new management and store-to-storerelationship to improve retail service experienc-es.It is time forAmericanApparel to create a strongretail environment and become a responsiblecompany that is aware and connected with thecurrent market conditions. A new managementwith strong experience in retail stores will beintroduced to operate American Apparel inMarch 2013.American Apparel founder Dov Charney willstep down as CEO and take a non-managementcreative director role, both to change the brandperceptions from new investors and to securethe financial situation. The new managementwill cut extrenal advertising, reduce cannibaliza-tion and stop opening of new stores .American Apparel must be taken as a responsi-ble and aware brand to gain interest from newinvestors.
AmericanApparelWith the change in management a WorkplaceEthic Communication Campaign will be intro-duced to secure employee’s happiness andrestore their beliefs in the corporation by creat-ing safe working environment in retail store, toavoid future harassment lawsuit and bad press.Workplace Ethic Campaign will start in March2012 with sensitivity training seminars, casestudies on policy shifts and informative videoson website. Workshops will take place in May toshare employees experience and feelings aboutthe new policy.American Apparel current costumer service po-lices in store have been lacking to attract newconsumer and give them a retail experience theywant to share to others.A friendlier greeting policy will be introducedand employees will be encouraged to create ayoung and freethinking environment inside theirstores. Monthly communication with managerand corporation will be demanded.Store activities and events will be held to cre-ate awareness of the new polices. With key tra-diional and new media present. Employees andstores will be tested with secret shoppers andevaluations from management and costumers.American Apparel will gain a new reputationfor its new management and by improving cos-tumer service inside stores, a larger consumergroup will be attracted and get to know Ameri-can Apparel true identity, as a fun, honest andfreethinking brand.The campaign will promote American Apparelsocial responsibility and provide key media withpress release introducing new management andnew policy inside corporation. American Appar-el employees will gain better working conditionsand greater corporate transparency.The workplace ethic campaign will go over a pe-riod of 12 months, but will also continue into thefuture to keep employees updated and informedabout the brand employee and costumer poli-cies.
Campaign Messages:- Change current communication strategies torestore American Apparel’s reputation and be-come a desirable brand again.- Cut external advertising to gain a less exposedbrand profile and focus on social media chan-nels to drive current and new consumers to on-line store.American Apparel’s current communicationstrategies and the company’s values hasdeveloped a wide cape the last few years andlost its meaning. Looking at their currentFacebook/Twitter account and advertising thereis little that links the company together. Givingconsumers and new investors a mixed messageof what American Apparel really stands for.American Apparel communication strategiesneeds to emphasize the company’s innovativebusiness model, their leverage in art, design andtechnology and it’s strongly feel about impor-tant political issues.NewCommunicationStrategy
AmericanApparelBy building up a strong social media persona,using channels as Facebook Timeline, Twitter,Vimeo and American Apparel own communitywebsite, American Apparel can restore theircurrent reputation and enlighten the brand corevalues and innovative business model.To improve this a social media team will be puttogether to give weekly updates and news on allsocial media channels and become AmericanApparel’s main source of communication forthe first six months during the 12-month period.Facebook Timeline will be launched in mid-March 2012 and include American Apparel high-lights through out their history and up till today.The Facebook page will be fully operated by thesocial media team and won’t allow followers topost on wall.All post will be distributed by American Ap-parel and only allow interaction from followersin comment boxes. The page will then have aclean look and represent American Apparel as aresponsible, but current brand.Social media will become a big part of thebrand future campaigns and drive consumersto American Apparel online store with visual asteasers of new products, behind-the-scene im-agery from new campaigns and videos that willre-educate consumers about the brand.The Internet will provide the brand with an un-limited wealth of opportunities, reaching a wideraudience in a cost effective and efficient way.This will be American Apparel main source ofcommunication and interaction between thebrand and its target consumer for the first sixmonth of the campaign.Promoting through social networking sitessuch as Facebook and Twitter will be a relativelycost free form of communication and an effec-tive form of media to target American Appareldemographic audience of 20-35 years.
VisualIdentityCampaign Messages:- Increase positive press coverage and createawareness around American Apparel’s inno-vative environmental polices as a sustainablecompany.- Priorities American Apparel’s values insidetheir innovative business model and develop astrong persona as a leading sustainable com-pany with focus on environmental manufactur-ing production.- Change American Apparel current visual iden-tity and bring it back to its origin values as a fun,freethinking and honest brand.American Apparel cult status has been a vitalpart of the brand’s survival and continued suc-cess, both at home and abroad that realizing itstarget demographic. Over the past decade, thecompany has slowly moved from being purenovelty to a highly respected fashion and socialemblem by it costumers.This transformation takes place only in an agewhere heightened political interest amongstyounger people is especially prominent. Con-sumers that buy American Apparel are able toidentify themselves in the message the brandstands for.
American Apparel needs to take advantage ofthis and reposition their reputation and brandidentity to their actually beliefs and not use theirout-dated shock-tactics, that only gain them badpress and don’t fit to their long achieving goalas a sustainable vertical integrated company.Higher product price has been crucial to keepthe domestic manufacturing safe and beneficialconditions for workers. Los Angeles Mayor An-tonio Villariaigost has praisedAmericanApparelfor not outsourcing their company and keepingtheir producing in downtown Los Angels.From March 2012 American Apparel will cutadvertising with 70% and carefully place ad-verts in media that target the brand demograph-ic audience. Social media channels will be themain source of communication for the first sixmonths.American Apparel is currently overexposed andneed to reposition their brand image by taking asilent profile for six month to let peoplesperceptions about American Apparel changeand be ready for the new visual campaign.AmericanApparel will collaborate with high pro-filed bloggers in the U.S. to re-launch their “Sus-tainable Edition” label that feature 100% organiccotton. The label stands form American Apparelcore values and empathise the band hard workfor a sustainable manufacturing company.This advertising campaign will be the start ofAmerican Apparel new visual identity. Profes-sional photographer and stylist will be used tocreate a fun and freethinking imagery with focuson the products and the bloggers personality.The photo shoot will be taken place in June onlocation in Los Angels and inside American Ap-parel manufactory in Downtown Los Angeles.Campaign material as behind the scene and atour inside the manufactory with the blogger willbe published on social media channels in July.The campaign will be launch in traditional andnew media in August and costumer events willbe held in key store location in Williamsburg,Florida, Philadelphia and Los Angels.Where guest are encourage to show up in out-fits that highlight their take on American Ap-parel to enter a competition to win a visit to themanufactory in Los Angels hosted by the blog-ger. The winner will be chosen in Septemberand invited to the manufactory in Los Angels inNovember; the social media team will cover iton all channels.The blogger will also collaborate with AmericanApparel for the Spring 2013 campaign.AmericanApparel
CalendarMarch 2012- Introduce new management- Start Workplace Ethics Campaign- Contain a low exposure profile, cut external ads with 70%- Launch Facebook Timeline – with high lights of companys business- Introduce new management for key traditional and new mediaApril- Build up a strong social media profile with often updates and teasers of new products and news within American Apparel- Workshop and seminars with employeesMay- Launch new employee polices – with secret shopper in stores- Evaluate processJune- Start collaboration with blogger- Shoot new advert with professional photographerJuly- Behind the scene shoot on facebook/Twitter/Website- Teaser video with bloggerAugust- Launch “Sustainable Edition” campiagn photo- Create instore events in key areas, cover everything on facebook/twitter- Invite key press and bloggers/celeb- Have blogger on key talkshows in America: Ellen, The Late Show etc.- Release ads in key media
AmericanApparelSeptember- Employee evaluation- Evaluate success of campaignNovember- In depth coverage of AA sustainable beliefs on social media channels- Tour with blogger in Los Angeles manufactury- Spring ad shoot for follow up campaignDecember- Social media campaign for Christmas shoppingJanuary 2013- behind the scene of new campaign- social media campaign- celebrate the new year with an eventFebruarry- Release spring add in key traditional and new media- Evaluation of full campaign- Continue new employee policies in future campaignsSocial Media ChannelsTeasers and behind-the-scene imageryNew product in store/online shopProduct of the weekCelebs in American ApparelManufactury worker profileCharity project
BudgetWorkplace Ethics- 20,000 to seminars and trainers- 10,000 developement of video and material- 5,000 to workshops- 2,000 to media kitNew Communication Strategy- 30,000 to social media team- 10,000 to development of material to social channelsVisual Identity- 40,000 to professional photographer- 20,000 to launch event- 60,000 to advert placement in key media- 5,000 to distrinbute competition- 2,000 to coverage from social mediaTotal Cost of Campaign:- £ 195,000
AmericanApparelTo measure this communication campaignwe can look at the average amount of visi-tor’s and followers on the different socialmedia channels, as they are the main sourceof communication. Interaction and follower’scomment can show if they like the regularupdate from the brand and give an idea ofwhat consumer wants.Programs as Google Alert can easily showhow much press coverage the new commu-nication campaign has gained and how muchthe public talks about the campaign.Criteria for Successand Measurement ToolsResult from online sales during the campaigncan also measure how effective the campaignhas been.To see if the campaign has reached its mainobjectives, can be measured in press cover-age and overall sale result.The Workplace Ethic campaign can be meas-ured with focus groups and questionaire withconsumers. Analysis of press coverage, whatreactions comes from the media?Is the brand still a target for bad press?
AmericanApparelRenate Lyse LaastadBA Fashion Public RelationYear 2LAA10310448