14 1 irby

IMC Plan with Sample Creative
Executions and Recommendations
for Evaluations

American Apparel

FSH 381-OL1 Genevieve Irby 1

Table of Contents
• Executive Summary (2-3) • Proposed Really Big Idea
• Client Background (4-5) (27-28)
• Target Market Analysis and • Sample Creative Executions:
Advertising (30-36)
Targeting Strategy (6-12) 
 Public Relations and Special Events
• Competitor Analysis and (37-41)
 Interactive and Direct Marketing
Positioning Strategy (11-22) (42-46)
• Audit of Current IMC  Visual Merchandising and Experiential
Marketing (47-49)
Strategy and Execution  Sales Promotion and Personal Selling
(23-24) 
(50-53)
Ethics and Cause Marketing (54-64)
• Proposed IMC Strategy and • Evaluation and
Objectives (25-26) Measurement of Success
(65-66)
• Conclusion (67-68)


Executive Summary


This Integrated Marketing Communications (IMC) Plan was created to evaluate and improve the current strategy of American

Apparel.

This research shows that American Apparel’s ads target at a very specific group of market. The company also has a reputation of

creating advertisements with too much sexual innuendos. American Apparel’s revolutionary statements and advertising

have been its unique selling proposition. However, because the messages tend to be controversial, not all messages are

accepted by society. There is also no coherence in American Apparel’s advertising– random advertisements have been

generated here and there, and some ads have been seen as unprepared and too home-made.

American Apparel has a huge online presence, which is highly beneficial to the company. The company has also been called

synonymous to the Hipster Movement, its target market, and the seed of the halo effect for many fashion followers.

Furthermore, American Apparel is a socially responsible company that supports ethical causes and practices it through its

vertical integration.

Therefore, it is recommended that:

• American Apparel creates more coherence in its advertising and ads that touch a more varied and wider base of customers

with a single ad, instead of creating different ads to appeal to different groups of people.

• American Apparel finds another unique selling proposition by having a new style of advertisements with limited sexual

innuendos and also collaborating with other local brands to emphasize its social responsibility in the fashion industry.

• American Apparel consolidates all its online presence and make it available as a community on its website.


Client Background


American Apparel is a retail company that has produced all their
advertising, from start to finish, in-house. American Apparel’s current
promotional campaigns include Lip Gloss by American Apparel, Made in the
USA Shoes, The Long Wool Coat, Men’s Briefs, Men’s Basics, and Après Ski.
According to American Apparel’s Advertising page, the company has little
regards for mainstream advertising trends. All the advertising of American
Apparel is to give their target audience a look at the “creative process
behind American Apparel and the essence of its brand”. The current
campaigns depict what American Apparel has been advertising for nearly a
decade. American Apparel’s “authentic imagery” and “socially relevant
messaging” seek more than just to promote but to feature the ideals of
what the American Apparel community holds.


Target Market Analysis and
Targeting Strategy


Basic Clothe Lovers
This is a tertiary group of the targeted market by American Apparel.
The consumers in this group are people who may or may not be
aware of the causes of American Apparel, but like the plain, classic
style of the brand. While this group of people are probably from
cities as well, they may not be too obsessed over fashion like the
two groups that will be discussed next. These people want simple
and durable clothes to wear everyday; perhaps even one color a
day for the same garment. They are also probably undergrad or
grad students who may be too busy for fashion.


Fashion Followers

This is a secondary target segment– followers of
fashion trendsetters, namely the hipsters.
These fashion followers are probably from
bigger, fashion-forward cities.


Hipsters
The Guardian describes American Apparel to be synonymous with the “Hipster Movement” in New
York– “Hipsters are the latest development in youth culture. They are young, good-looking
graduates who work in a non-specific creative field, and dedicate themselves to the business of
being as directional and cutting edge as they can be. Their spiritual home is Williamsburg, a
recently revived area of Brooklyn, rammed with organic coffee shops, tiny boutiques, galleries and
independent bars. They dress exclusively in vintage, hats, designer one-offs produced by their
hipster friends - and American Apparel. They're bloggers and clubbers and denizens of art parties, a
kind of new-new bohemian.” The primary target market consists of people who seek equality in
gender, homosexuality, ethnicity, etc. Because many of American Apparel’s products are labeled
“unisex”, it attracts a more “flamboyant market”—i.e. members and supporters of the LGBT
community.


Most Viable Market Segment
• The most viable market segment for American Apparel is the group of hipsters to the point where The Guardian
refers it to being synonymous with American Apparel. This group of people tends to be the ones to fully support
the statements of American Apparel as well, because they apply to them.
• According to the latest market trends in the fashion industry, there has been a widespread of debate on textiles
from India lifting the ban on exportation of cotton (India Lifts Cotton Export Ban) and with a lot of other retail
prices rising due to the inflation of textiles prices (Apparel Prices Caught in Complex Cycle), American Apparel may
seem to have a lot to benefit from its fully vertical integrated system (Vertical Integration). However, the company
is not doing too well financially and has been fluctuating within the stock market (
American Apparel Faces Crunch of Debt, Losses). Therefore, outside of the stock market, it is important to target a
market segment that would remain loyal to the company, both in terms of the aesthetics of the clothes, and of the
statements that the company put forth.


Consumer Profile
Blogger or Loobook.nu contributor Revolutionary Youths
• e.g. The Chic Muse (a.k.a. • A lesbian supporting gay
Denni) who is sponsored by rights
American Apparel


Consumer Profile continued
Vintage Lovers Habitants of Williamsburg
• E.g. Rumi Neely, blogger for
The Fashion Toast


Competitor Analysis and
Positioning Strategy


H&M
First opened in 1947 as a women’s store, H&M Hennes & Mauritz has expanded rapidly to the

point where it operates about 2,470 stores in over 35 countries. The brand targets mainly men and

women age 18 to 45, but it also offers children’s apparel. The brand is known for being “cheap and

chic”. Germany is its number 1 market, which brings about 20% of its sales. The firm buys its

products from suppliers in Asia and Europe, while not owning any of its own factories. (

H&M Hennes & Mauritz AB Company Profile) The company’s collections are created in Sweden and

the production is done by purchasing from around 750 suppliers—60% of them in Asia, and rest in

Europe. (Case Study: Hennes & Mauritz) Stores are the main distribution channels for H&M even

though it offers mail order and online channels.


• Example of an H&M advertising:


Forever 21
Founded in 1984, Forever 21 is a fast-growing retailer which operates more than 480 stores under the names

Forever 21, XXI Forever, ForLove 21, and Heritage 1981 in many countries globally. It is a chain that offers “cheap

and chic” apparel as well for women, men, teens, and children. Forever 21 carries footwear, lingerie, plus size, and

cosmetics for women. Most of the clothes are private labels made in Southern California. Forever 21 offers

distribution in stores and online. (Forever 21, Inc.) Forever 21 has been defending itself for over 40 copyright

infringement lawsuits. The brand has also been pushed to create a “Made in L.A.” factory to improve working

conditions. (The Gospel According to Forever 21) Forever 21 has blamed its suppliers, even the factory outside L.A.

for supplying copied designs. (Forever 21’s Suppliers Are Also Being Sued for Copyright Infringement) Forever 21’s

key to promotional strategy is “Always Changing”. (Cheap Chic) The main promotional strategy in Forever 21 is to

provide something new every week in stores.


• Example of a Forever 21 advertising:


The Gap
This is a brand that could also be found everywhere, in many countries around the globe, and it has been

around since 1969. It operates over 3,200 stores around the world and is known for its casual clothes for men,

women, and children. It has expanded to own Banana Republic, Old Navy, Piperlime, and Athleta over the years.

Other extensions of the brand include GapBody, GapKids, and babyGap. The brands are all private labels and made

exclusively for the Gap. Gap controls the trademark casual look. (The Gap, Inc. Company Profile) The Gap has 12

distribution centers, 9 in the US, 1 in Canada, 1 in the United Kingdom, and 1 in Japan. It also has a socially

responsible supply chain whereby employees working at various points of the supply chain are treated with

“fairness, dignity, and respect”—it partners with hundreds of owners of factories, NGOs, managers, and industry

associates around the world who are experts in social and environmental issues. (Gap Inc. Supply Chain)


• Example of a typical Gap advertising:


Perceptual Mapping Against Competitors


Competitive Advantages
• American Apparel uses full vertical integration, which promotes independence in decision-making
and control within the company. In the long run, it will prove to be more cost-effective as well.
• The “Made in the USA” label holds a lot more significance now that people are more aware and
educated about ethics.
• Most of the clothes produced by American Apparel are basics, thus making them timeless, and
more wearable for many occasions.
• People buy American Apparel for the brand, not just for the style of the clothes—that proves the
support for the company.
• American Apparel stands out from its competitors in advertising because it creates eye-catching
ads that have big ideas and similar aesthetics throughout its different campaigns, making them
more memorable than the others.


The American Apparel brand has a very unique strategy in positioning itself against its
competitors. First of all, it is fully vertically integrated and promotes a lot on social responsibility
and ethics. In this current economy where inflation is not unusual, even in apparel, it is ideal to
have a company that controls its own production so that it does not have to rely on suppliers for
prices and products, such as H&M. Compared to Forever 21 and the Gap, both which are trying to
incorporate ethics and social awareness into the company, American Apparel is ahead by keeping
the public aware of what’s going on with the company—inside and out—not just to the investors.
This way, it makes the public feel more involved and less valued than the investors. Therefore, the
positioning of American Apparel requires no changes within the market.


Audit of Current IMC Strategy
and Execution


• American Apparel creates individual ads that target each target at specific groups or markets. For example, an ad
featuring dancewear may be seen by itself. For someone who has not heard of American Apparel, or who does not
know much about the company, he/she may think that American Apparel is solely a company catering to dancers.

• Because of its past reputation, American Apparel has been known to create advertisements that may seem
pornographic. Even though it has transformed its advertising style to the current artistic and tasteful disposition,
many may still remember the advertisements from the past years. The advertisements may not be seen as
appropriate in all the countries that American Apparel is at. While the advertisements are truthful about the
company, the push the limits of appropriateness at every single campaign.

• American Apparel continues to have revolutionary statements and advertising that may be seen as controversial in
the society. The tone of voice can sometimes be seen as political and slightly aggressive. When being socially
responsible and ethical is no longer unique to American Apparel, it would lose its unique selling proposition and
may not stand out as much against its competitors.

• American Apparel continues to create advertising in its own nature, while pushing the boundaries of them being
accepted in the American society, especially. Some of the advertisements of American Apparel may seem
unprepared, spontaneous, and unrefined, because sometimes, naturally, they were made on impromptu. As a
creative, that may portray a symbol and personality of not caring enough for a project. American Apparel gets
enough press coverage because of its controversial advertising as it is. While it is ultimately a form of creative,
perhaps it should not be used too much.

• American Apparel does not begin and end with the product. The public relates American Apparel to revolutionary
ideals, it relates it to the hipster movement—at the end of the day, American Apparel is seen with a brand identity
that is outside its product.


Proposed IMC Strategy and
Objectives


• American Apparel should find a new unique selling proposition besides being a transparent
company to its customers, and providing more to care about besides social awareness and ethics.
Revolution and controversy may not be for everyone. American Apparel may have to consider
appealing to a wider target market to boost its sales, while not losing its current customers.
Perhaps a good approach could be changing the tone of voice into being more passive and
persuasive.
• American Apparel could make the creative even stronger by showing more coherence by season.
Instead of having random advertisements generated here and there, perhaps they could have
extended “big ideas” per season that pulls everything together. As mentioned in Module 5 as well,
American Apparel could further introduce a person/model in its advertisement to increase the
proximity and relationships with the customers. One way of doing it is to have American Apparel
suggests ways on how to wear a product in practical ways in these advertisements such as Louise
likes to wear the Chiffon blouse to the beach or Lulu likes to wear the Terry Robe to bed and to
work, etc. I think an extra phrase as such could add on to the “big idea” of the campaign, further
enhancing the imagery and semiotics of the campaign.
• American Apparel needs to create ads that can touch a more varied and wider base of customers
all with a single ad, instead of creating many ads to appeal to different groups of customers.
• American Apparel should introduce illustration to its advertising—instead of having models
introduced by texts and words, American Apparel could have the models draw whatever inspires
them, whatever they like, even write their own name. I think that illustration and hand-written
documents may portray a more sympathetic proximity for the consumer. It would make the
consumer relate to the drawing a lot more, think about it a lot more, and of course, remember it in
the long run.
• While it is also part of American Apparel’s unique selling proposition, American Apparel should
perhaps focus more on selling the products than its ideas. American Apparel’s branding should
revolve more around the products. Instead of just vertical integration, perhaps it could have more
of its statements shown or depicted on its products.


Proposed Really Big Idea


• Instead of creating individual and different ads that appeal to
different kinds and groups of people, American Apparel should
create more coherence in advertising so that the ads could touch a
more varied and wider base of customers.
• American Apparel should find another unique selling proposition to
emphasize on its existing social responsibility in the fashion
industry.
• American Apparel should consolidate all its online presence and
create a “Community” section on its website so that they could be
accessible by all in an easier manner.


Sample Creative Executions


Advertising
Even though the poster ads that American Apparel produce may seem to

portray some aspects of the “big idea” of American Apparel, in terms of being

controversial and provocative, the strategy is not ideal because the masses of

each geographical area are very varied and not every single person, or even the

majority of each area, may want to be subjected to viewing something that is

shockingly sexual. There is no awareness created as such, since a viewer who may

not know American Apparel at all would not be aware of the “big idea” of the

company—its revolutionary roots and current ideas/campaigns, etc. For posters

that would be subjected to a wider viewership, I would suggest a more

mainstream approach. To avoid getting lost in the crowd of other posters,

American Apparel should maintain its “un-airbrushed aesthetic”, its use of models

of various shapes and sizes, its taglines, its current logos, etc. For a change, for

the billboards, American Apparel should consider putting up less provocative ads.

They may get more viewership/acknowledgement/support if the models were

fully-clothed for once.


•American Apparel uses print advertising very heavily. All the advertising archives on the American Apparel webpage are print ads. The print ads
are American Apparel’s main channel of reaching its audience. American Apparel has been progressively improvising on the ads—maintaining the “big
idea” of American Apparel, maintaining the provocativeness that it wants to display, but also making the sexiness more tasteful. Over the years, the
idea of sex in fashion has also become more accepting. Adweek.com wrote an article on how the Gap seems to be copying American Apparel’s
aesthetics.
•That being said, with the competition starting to imitate American Apparel, American Apparel should keep on with what it is doing, but slowly
add on some other ideas to evolve the “big idea”. As mentioned in Module 7, American Apparel could make the creative even stronger by showing
more coherence by season. Instead of having random advertisements generated here and there, perhaps they could have extended “big ideas” per
season that pulls everything together. As mentioned in Module 5 as well, American Apparel could further introduce a person/model in its
advertisement to increase the proximity and relationships with the customers. One way of doing it is to have American Apparel suggests ways on how
to wear a product in practical ways in these advertisements such as Louise likes to wear the Chiffon blouse to the beach or Lulu likes to wear the Terry
Robe to bed and to work, etc. I think an extra phrase as such could add on to the “big idea” of the campaign, further enhancing the imagery and
semiotics of the campaign. Also, American Apparel should introduce illustration to its advertising—instead of having models introduced by texts and
words, American Apparel could have the models draw whatever inspires them, whatever they like, even write their own name. I think that illustration
and hand-written documents may portray a more sympathetic proximity for the consumer. It would make the consumer relate to the drawing a lot
more, think about it a lot more, and of course, remember it in the long run.


merican Apparel uses a lot of
crowdsourcing as well. By
keeping a transparent company,
American Apparel communicates
a lot with its fans and welcomes
the fans to talk to them as well
through various platforms of the
media. For example, American
Apparel has a page on Facebook
that it uses to notify viewers of
certain events and also ask for
feedbacks.

• American Apparel consults its fans very regularly and
encourages them to send in submissions to model for the
store, or to have their music played on Viva Radio. I think
American Apparel can further use this platform to reach out
to its customers in terms of advertising ideas—through its
current Facebook page and its website, American Apparel
should consult its customers and fans on the next campaign,
and to submit ideas on how it should be done. This will allow
American Apparel to see if its current advertising strategy is
popular and influential within its fan base, that they may
continue to submit and support provocative and risqué ideas
that the media negatively comments on sometimes, or if it
needs to change. If change is required, at least American
Apparel would be doing it the way the fans want it, and it
may go into a better direction where new and fresh ideas
may be produced since its number one fan base is the hipster
group, which typically tends to be a creative and intelligent
group of people.


• As the module in the outline described, the Internet has caused web videos to be a popular means of films.
American Apparel uses Vimeo as a platform for its videos. All of American Apparel’s videos are available on the
Internet, which is the main platform of media for its target market—the hipsters, and also the fashion followers.
Seeming that the media has called the hipsters and American Apparel to be synonymous, putting advertising on
television may cause its biggest fan base to feel like American Apparel is becoming too mainstream for them.
Though, if using advertisement on television is a must for American Apparel, I would suggest putting the
advertisements on networks like Showtime or HBO—American Apparel would be at liberty to spread its “big idea”
at liberty, without restrictions from the mainstream networks that may take offense to American Apparel’s
preferences of depicting certain sexual tendencies.

• This American Apparel video is an example of a commercial from the company that would suit well on a channel
like Showtime or HBO.
• However, none of its films have been directed with a storyline, except the American Apparel commercial featuring
the children breakdancer (watch the American Apparel commercial that hit the televisions and received quite a bit
of acknowledgement.)
• Film-wise, American Apparel has always sought to create more of a documented journey inside the factories and
offices of American Apparel. That has been a method to showcase American Apparel’s “big idea” as well, by
making its company more transparent. Immigration Reform Now is an example of a documented video, with a
storyline. American Apparel should continue using this platform to show its “big idea” by having story lines in its
revolutionary ideas and campaigns.


• American Apparel owns an Internet radio station called Viva Radio. This is based out of Brooklyn,
New York. This is a radio site that runs for 24 hours, 7 days a week. It allows listeners to participate
a lot more easily than regular radio on air. Like American Apparel, listeners and fans can be a
contributor to the site. For musicians, this is ideal because they can submit their own recordings as
well. Every American Apparel store turns in to this channel. The store also
sells apparel for Viva Radio online and in stores. Since American Apparel owns the radio station,
there is no other competition in terms of promoting through this channel. The execution of the
promotion via this channel should remain the way it is as it is not only a platform for promotion,
but to keep its fans involved and promoting young musicians’ work.


• Out of the several platforms of media, I think that the most important platform for American
Apparel continues to be press. It has been a vital mean of advertising for American Apparel, and
would continue to be. As the Internet advances, the press would be transferred more towards the
Internet, as it already has commenced. This would give American Apparel more exposure
internationally, and also more quickly.
• Secondly, the films are important, as American Apparel has already established itself on the web
with its own video channel through Vimeo. Creating films would create a more memorable
advertisement for its viewers, especially since the Internet is a high-traffic market throughout the
world. The films would allow American Apparel to express itself without too much restrictions,
viewers can choose to watch them or not, and American Apparel is at more liberty to tell its “big
idea” either through a storyline or a documented film. Either way, it is a platform to instill visual
and auditory memories into a viewer.
• Crowdsourcing is the next thing that is essential to American Apparel. To maintain its “big idea”,
which involves transparency of the company, the communication has to go both ways.
Crowdsourcing allows that. Customers like to be involved and aware—American Apparel will
continue to be popular as long as it continues to crowdsource and utilize the ideas put forth by the
customers.
• Following that would be the Viva Radio station that American Apparel owns. Even though it is not
widely known, it is important for American Apparel to keep up with it as it is a place where fans get
together to contribute to music, to discuss, and to listen to music. It is quite an original idea, and
fans may cherish this station as a place not only to have their music played, but also support other
fellow musicians. Ultimately, the act of keeping this radio station alive is part of American
Apparel’s “big idea”.
• American Apparel has used posters, but it has always been seen in a negative light. While American
Apparel may benefit from having posters, it has to consider making the sexual innuendos milder
and respecting certain social conventions. Therefore, I would suggest American Apparel to focus
more on the previous methods of advertising instead of posters.


Public Relations and Special Events
Some PR story ideas: • American Apparel will launch a new project
• Customers can start customizing selected whereby every store in each country would
shirts when purchased online. carry a t-shirt unique to that country itself,
• Customers can sign up for a loyalty program with slogans such as, “Little Town, CA, USA—
Been Here” in each language.
whereby they can receive points for every
item purchased and be able to claim outfits • From the previous idea, American Apparel
with the points or donate them to respective will launch an interactive website where
campaigns. customers can upload pictures of themselves
• American Apparel would work with selected in all these shirts. There may be a contest as
well and American Apparel would feature
students from fashion schools within the contestants on their sites and have the top
United States to teach them semester or three win a modeling contract with American
yearlong programs on successful vertical Apparel.
integration and also to design and create
clothes with ethical materials. American • American Apparel in some major cities would
Apparel would hold a casting call for dancers collaborate with some hospitals to provide
who wear American Apparel’s dancewear. newborn onesies for babies born in those
Up to 30 dancers would be casted hospitals.
internationally for a music video specially • American Apparel would partner with TOMS
made by American Apparel. shoes to create a new style of shoe and
• This Christmas, American Apparel would continue the same causes that TOMS
start a “Family Pack” promotion whereby initiated.
families could have matching outfits (or not)
and have them customized.


List of Media to Pitch to:
• Curve Magazine
• Council of Fashion Designers of America
(CFDA)
• Women’s Wear Daily (WWD)
• MTV


List of Potential Partners, Sponsorships, and Celebrity Endorsers:

• TOMS Shoes

• CDFA and fashion schools like the Academy of Art University, Fashion Institute of Technology,

Parsons, etc.

• Dance companies and competitions such as the New York City Dance Associations (NYCDA).

• Hospitals like the Children’s Hospital Los Angeles and Babies and Children’s Hospital in New

York City.

• Lana del Rey

• Rumi Neely


Some Ideas for Special Events:

• With the CFDA putting more resources and time into creating more companies that are “Made in the USA”, American

Apparel is a great example for the students and members to learn from. American Apparel would work with selected

students from fashion schools within the United States to teach them semester or yearlong programs on successful vertical

integration and also to design and create clothes with ethical materials.

• American Apparel will launch a new project whereby every store in each country would carry a t-shirt unique to that

country itself, with slogans such as, “Little Town, CA, USA—Been Here” in each language. An interactive website will then

be launched where customers can upload pictures of themselves in all these shirts. There may be a contest as well and

American Apparel would feature contestants on their sites and have the top three win a modeling contract with American

Apparel.

• American Apparel in some major cities would collaborate with some hospitals to provide newborn onesies for babies born

in those hospitals. This way, first-time mothers who may or may not have heard of American Apparel would be introduced

to the baby line of the brand and may choose to shop there because of the adorable designs and the fact that they are

made in the US. First-time mothers tend to want the best for their child, and may decide to support organic and local

brands more, especially during the first few months. It is the best time to gain new customers, especially for the kids’ line.

• American Apparel would hold a casting call for dancers who wear American Apparel’s dancewear. Up to 30 dancers would

be casted internationally for a music video specially made by American Apparel. This video would bring in varied genres of

dance and would be shown in-stores, as ads on TV channels, and also on the Internet.


• American Apparel has many stores all around the world. To make its presence
known globally, and for customers to participate in it, American Apparel would
create a T-shirt that would be unique to each country, all with similar slogans
marking presence in that country, and in that language as well. On American
Apparel’s main website, there would be a link to an external interactive website
whereby fans from all over the world could upload pictures of themselves in these
shirts. They could also be tagged through Lookbook.nu. A contest would be held to
see who has the most number of shirts from around the world. Contestants would
be featured on American Apparel’s website and Facebook page for viewers to vote
on the “creativity” of the picture in its entirety. The top three contestants—
regardless of age, size, and gender—would win a modeling contract with American
Apparel. Other prizes would be included respectively.


Interactive and Direct Marketing
• For direct marketing, American Apparel contacts their customers directly via email and also through social

networking sites, especially Facebook. What American Apparel does to capture the attention of its

customers and not have the message to directly to junk mail is the giving of promotional codes through e-

mail updates.

• American Apparel’s interactive marketing tactics are a lot more strategized that the direct marketing

tactics. The American Apparel label could be found all over the Internet, on sites such as asos.com,

Hautelook, Polyvore, Lookbook.nu, etc. The online advertisements of American Apparel could be found on

many popular bloggers’ websites as well. American Apparel and Lookbook.nu collaborated to create a 64-

page lookbook by Lookbook.nu members wearing American Apparel. It was available for free online and in

stores. French blogger, The Chic Muse (a.k.a. Denni) posted about it on her website, and there was a long

conversation worth of comments on the Lookbook.nu’s website about this book. It certainly created a lot

of buzz among the lookbook community, which in itself is virtually enormous.

• American Apparel also has a website that is extremely rich in content where one can shop online or

explore more about the company. It has external links to its Facebook and Twitter pages.


• The “big idea” in this case is really to continue and enhance the marketing
techniques that American Apparel currently utilizes. I think that the website could
be more community-oriented so that customers and fans do not have to click to
external websites like Facebook, Twitter, and Lookbook.nu to connect with other
American Apparel supporters.

• Since American Apparel has great presence in the blogosphere world and on social
networking websites, they do not have a blog. Even though Facebook is a huge
social networking site, I think that part of the big idea should be for American
Apparel to create a blog as well, so that everything is on the same page and not
scattered all around. It can be difficult to find newest looks by members, videos,
collections, etc. via the different sites of American Apparel (Facebook, Twitter,
Vimeo, americanapparel.net, Lookbook.nu, etc.)


Visual Merchandising and Experiential
Marketing
• American Apparel has stores all over the
world, however, the visual merchandising the
stores are not consistent.
• For the most part, American Apparel stores
tend to blend into the street.
• Therefore, it is essential for American Apparel
to improve its visual merchandising.


• Most American Apparel stores have quite a • This is an American Apparel located at the
flat and basic exterior such as this: Marais (the biggest gay neighborhood) in
Paris. According to my research, one of the
biggest target markets for American Apparel
is the LGBT community. I would imagine that
an American Apparel in the gay
neighborhood of Paris would stand out a lot
more, but it doesn’t. In fact, there are so
many other thrift and vintage stores in this
neighborhood that completely outshines
American Apparel in terms of attraction to
the stores


• Even though the above image is an American Apparel in

Soho, it has a very European look and feel to it, which

seems to be quite a favorable juxtapose for a brand like

American Apparel.

• American Apparel should feature up and coming
• American Apparel stores should change its typical, flat
musicians featured on their radio channel or any other
layout to something similar to the exterior of an
local musicians/artists, so that they can be a source of
American Apparel store in SoHo, New York City:
word-of-mouth marketing for American Apparel.

• The interiors of most American Apparel are very easy to

navigate. All the items on the sales floor are within

reach so it is easy for customers to experience and feel

the products. The employees also always wear

American Apparel, thus giving ideas on how to wear

certain items.

• American Apparel should put their newer and later

collections and items towards the front of the store so

that customers can shop those newer items first and

last.


Sales Promotion and Personal Selling
• American Apparel offers flash sales online. Notifications

are sent through emails or posted on Facebook.com


• American Apparel offers 15% off a
first purchase one when a person
subscribes.
• All orders over $75 ship for free
within America (100€, within
Europe).
• American Apparel always have a
sales section on its website whereby
one can choose to purchase a
“surprise” pack, which can have 3-8
unknown pieces per pack.


• Employees within the American Apparel stores wear
American Apparel clothes when they are working, thus
promoting personal selling. Customers who walk into the
store would notice what the employees are wearing and
may get an idea on how to piece garments together.
• Another method of personal selling is the videos that
American Apparel put on Vimeo, where it demonstrates
the various ways to wear certain garments.


• Because of the versatility of a few garments
within the store, American Apparel should
employ at least one personal stylist per store
to assist more with personal selling.
• American Apparel could benefit from having a
personal stylist within the store, because that
would enable real-time experience on how to
wear garments differently (like the online
shoppers who could watch them on Vimeo).


Ethics and Cause Marketing
Some of American Apparel’s • Vertical Integration
Current CSR and Cause model of American
Marketing Efforts are: Apparel includes:
• Taking part in the Cleaner  Made In USA/Jobs
Cotton (a.k.a. B.A.S.I.C.  Sustainability
cotton) campaign led by  Corporate Responsibility
by

The Sustainable Cotton Project Political Activism
by purchasing 30,000
pounds of cleaner cotton.


• Factories and manufacturing
operations are concentrated
to a small circle of buildings in
downtown Los Angeles. There
are over 7,500 employees at
the LA-factories, and the
workers there are the highest-
paid in the world, making up
to $21/hour (or $40,000/year).


• American Apparel seek to reduce carbon footprints. As is, with all the factories concentrated at one area

at LA, it reduces unnecessarily shipments and use of supplies all over the world. American Apparel tries to

create as little waste as possible by minimizing the gaps between the pattern pieces when cutting out the

garments, using scraps to make accessories, selling “Bag O Scraps” online to customers who many be able

to use the scraps, making them into rags for the housekeeping team, and recycling whatever else that can

not be used. American Apparel also donates packaging/supplies that they can no longer use to local

schools and non-profit organizations for them to use in their art programs. Solar panels are installed on

the roof of the downtown LA factory where it generates 150 kilowatts of clean, renewable power. There is

an organic line sold under the “Sustainable Edition” whereby all products featured are 100% organic.

American Apparel sells over 800,000 100% organic cotton garments annually. American Apparel has also

been lending bikes to employees since 2005 and subsidizes bus passes for the employees. This is an effort

to encourage a sustainable alternative for transportation.


• American Apparel involves itself in various charities. One of its buildings in downtown LA is a home
to hundreds of thousands of overstocked/imperfect garments where they can be quickly packed
into boxes and sent to different places when disaster hits and when clothes are needed quickly
within hours. In 2005, over 80,000 shirts were sent to the victims of Hurricane Katrina. Two years
later, CEO of American Apparel, Dov Chaney, donated 300,000 articles of clothing to passersby on
the streets near an American Apparel location at Portland (Willamette Week). The next year, the
“Legalize Gay” shirts were donated to any gay rights group that needed them, resulting in more
than 50,000 of those shirts being distributed. In 2009, the Justice for Immigrants Factory Sale was
hosted by American Apparel where over 15,000 overstocked pieces were sold and all the proceeds
went to immigrant rights groups. In the following year, over 80,000 garments were donated to
support the Haiti Relief, and over 70,000 garments altogether to other charities such as
Operation USA, Fashion Delivers, and Soles4Souls.


• American Apparel is known for its
revolutionary statements and ideas. The two
biggest issues have been Immigration
Reform and Gay Rights. Having campaigned
for immigration reform for over 11 years,
American Apparel has become more creative
with using technology and the garments to
put out its message. Using similar PR
techniques, when California voters passed
the prop 8 in 2008, American Apparel started
standing up for gay rights all over the world.


• American Apparel created its own code of ethics as to what a vertical
integration should be, surpassing a merchandising perspective. As the
current module stated, it is beneficial for a company to implement its own
code of ethics and exercise its “invisible hand” over the company and its
employees. American Apparel has exercised a lot of social responsibilities
as seen above, from human and employee rights to supporting charities
and pro-environmental causes. Despite doing a lot, there is room for
American Apparel to improve its CSR, especially from an environmental
perspective.


• Because American Apparel is an all-American, made by Americans for Americans brand, I think it
would be beneficial for it to start carrying a group of American brands as well. My suggestion, per
earlier on in this plan, would be for American Apparel to start carrying TOMS shoes. Since TOMS
shoes is a for-profit brand based in California as well, the target market for TOMS shoes and
American Apparel would be quite similar. TOMS shoes are not produced in the USA, but in other
developing countries. Therefore, I would further suggest for American Apparel to invite TOMS
shoes to have a special line produced in the American Apparel factories. TOMS shoes are getting
more and more popular within the US. However, its presence outside of the US is still quite limited.
American Apparel already has stores in over 20 countries, this would not only increase awareness
and sales of another brand, but customers would also see the support by American Apparel in the
causes by TOMS shoes. Within the US, customers who look for TOMS shoes (and maybe not
American Apparel) may discover American Apparel through TOMS.


• Another brand that I would suggest for American Apparel to carry is Coup d’état Brooklyn.

From the previous IMCs report that I did, American Apparel has been said to be synonymous

with the Willamsburg hipsters. Even though Coup d’état Brooklyn is not a hipster brand, the

brand is founded on similar revolutionary values that American Apparel has. Being a brand

based out of LA, it would develop the brand identity further to carry a brand significant to

the east coast, to New York City, so as to make it more well-rounded and American, and not

just Californian. It would also bring in another value and revolutionary idea for American

Apparel to stand for as per its political activism ideal in its code of ethics as mentioned

previously. I think carrying these two brands exclusively would give American Apparel more

variety.


• American Apparel has been employing a marketing technique unique to its brand since it has been established. American Apparel creates

all its ads and videos on its own, using models of different sizes (even using employees to model the clothes), and limits the retouching.

The final products are all very raw and look home-made. The content of the pictures, however, has been causing a lot of controversy. Even

in the current module’s discussions, American Apparel was raised as a brand that does not seem to portray the ethical messages that the

company represents. The advertising has certainly capture the attention of people all over the world, nonetheless, not all the attention

received were positive. According to The Daily Beast, the “socially responsible” message of American Apparel seems to become twisted

into a money-making scheme whereby as long employees are paid fairly, the company gets to exploit them. Yet, within the same article,

the author describes the ads as refreshing because American Apparel is a rare company that does not manipulate or airbrush the models,

so much so that they make them more relatable to the public, compared to mainstream, overproduced fashion images that people end up

detaching themselves from. The article concluded saying that “beauty or exploitation: it’s in the eye of the beholder”. Good contemporary

art has been said to be one that provokes an emotion of any kind—it is not successful if it does not provoke an emotion. American

Apparel’s ads have caused a lot of controversy, that I would say that it has succeeded and made its point in creating attention. Therefore,

to improve its brand image, I would suggest a change in the advertising, which would create a shock factor yet maintain its integrity. I

would suggest removing the sexual innuendo completely and go to the other extreme of portraying an extremely unadulterated image.

Because of what it stands for, it would need to replace the sexuality with another relatable (yet attention-seeking) human experience,

such as out-of-the-world dreams or child-like ecstatic memories. This would require American Apparel to include more elements and let

go of its naturalistic untouched photographs. I would highly suggest employing digital artists like Justin Maller or 96k to create very eye-

catching ads that would twist the sexual innuendos to a different state of mind, or remove it completely.


• Art by digital group, 96k

• Art by digital artist, Justin Maller


• By developing its brand identity and improving its brand image,
American Apparel can shock the public with a complete turnaround
while emphasizing on its social awareness, which has always been
very important to the company and to Dov Chaney; to involve more
brands and local talents, which has also been started with the in-
house radio station, Viva; and raise awareness to the soul of
American Apparel instead of having the public focus on the
sexuality of the ads and having the wrong idea of the company.


Evaluation and Measurement of
Success


• Decisions in the creative, media, and budgeting could be tested by implementing
a survey in form of getting feedbacks by customers.
• This way, American Apparel could see the reaction from the target audience and
which sample execution appeals more.
• This would also reinforce the brand position.

• For pre-test, American Apparel could flightily publish new ads as suggested in the
sample execution plan. This would create awareness and curiosity among
customers.

• The tests should employ consumers (target audience) to be the juries of ad
assessments.
• Via americanapparel.net, American Apparel can monitor if there is an increase of
traffic online by having an internal hit counter and a timer.


Conclusion


American Apparel’s existing marketing plan has put the company on the map and some

see it as a controversial company. Nonetheless, it provokes a response and generates

attention from the media. However, to improve the IMC of American Apparel, the company

should seek to revitalize its advertisements and messages by creating more coherence with

its advertisements and online presence so that it would reach a wider group of audience. It

should also emphasize its social responsibility within the fashion industry by collaborating

with other local brands like TOMS shoes and coup d’etat Brooklyn. This would create more

brand awareness and curiosity as well. American Apparel should consider working with

digital artists to create advertisements that would shock the public because of how different

they would be from the former. The success could be measured by having test copies printed

out sporadically to see the reaction of the market. The target market could also be used as

juries to see if the plan would cause the company to perform better.


Works Cited
• "American Apparel | Vertical Integration." American Apparel. Web. 19 Mar. 2012.
<http://www.americanapparel.net/verticalintegration/>.
• "Coup D'etat Brooklyn (www.cdtbk.com)." Coup D'etat Brooklyn (www.cdtbk.com). Web. 07 May 2012. http://cdtbk.com/site/.
• Cowles, Charlotte. "New York Magazine." The Cut. 17 Aug. 2011. Web. 19 Mar. 2012.
<http://nymag.com/daily/fashion/2011/08/forever_21_vendors_lawsuit.html>.
• Databank Consulting. "Case Study: Hennes & Mauritz." E-business Watch. E-business Watch, 2004. Web. 20 Mar. 2012.
<http://ec.europa.eu/enterprise/archives/e-business-watch/studies/case_studies/documents/Case%20Studies
%202004/CS_SR01_Textile_2-HM.pdf>.
• "Environmental Leader." American Apparel Makes Big Cleaner Cotton Purchase Â· Environmental Management & Energy News Â·. 28
Apr. 2008. Web. 07 May 2012.
http://www.environmentalleader.com/2008/04/28/american-apparel-makes-big-cleaner-cotton-purchase/.
• Friedman, Arthur. "Apparel Prices Caught in Complex Cycle." Fashion, Beauty and Retail News. WWD, 12 Mar. 2012. Web. 19 Mar.
2012. <http://www.wwd.com/markets-news/textiles/apparel-prices-caught-in-complex-cycle-5791285>.
• "Gap's New Ads Seem Very American Apparel | Adweek." Adweek – Breaking News in Advertising, Media and Technology. Web. 26
Mar. 2012. http://www.adweek.com/adfreak/gaps-new-ads-seem-very-american-apparel-13787.
• Lipke, David. "American Apparel Faces Crunch of Debts, Losses." Fashion, Beauty and Retail News. WWD, 14 Mar. 2012. Web. 19 Mar.
2012. <http://www.wwd.com/retail-news/financial/american-apparel-losses-narrow-5795784>.
• Pfaff, Kimberly. "Cheap Chic." SCT. ICSC. Web. 19 Mar. 2012. <http://www.icsc.org/srch/sct/sct0302/page35.php>.
• Saini, Mayu. "India Lifts Cotton Export Ban." Fashion, Beauty and Retail News. WWD, 12 Mar. 2012. Web. 19 Mar. 2012.
<http://www.wwd.com/markets-news/textiles/india-lifts-cotton-export-ban-5791958>.
• "Supply Chain." Supply Chain. 2012. Web. 19 Mar. 2012. <http://www.gapinc.com/content/gapinc/html/csr/supply_chain.html>.
• Wiseman, Eva. "The Gospel According to Forever 21." The Guardian. Guardian News and Media, 16 July 2011. Web. 19 Mar. 2012.
<http://www.guardian.co.uk/lifeandstyle/2011/jul/17/forever-21-fast-fashion-america>.
• "TOMS SHOES LOGO." Corporate Information. Web. 07 May 2012. http://www.toms.com/corporate-info/.


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