Brand case study

1. Creative strategy for rebranding

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.

4. American Apparel ads were banned for
presenting underaged appearance
models

5. 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.

6. 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

7. 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

8. 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.

9. Latest News From American Apparel. 25th of March,
2015.

10. New attempts to advertise their products less provocative

11. 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

12. Sales information

13. 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

14. Competitors

15. 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

16. 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

17. 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.

18. New Values
• Supporting least desired paths.
• Anti sexual comment.
• Anti bullying statements.
• Teaching people to help elderly.
American with values.

19. 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

20. Creative strategy team:
Elena Reimeryte
Ruta Jakstaite
Milda Vysniauskaite