American Apparel wants to increase revenue by promoting its social responsibility practices to its target market of 16-24 year olds. A brand audit found that only 38.2% see the company as environmentally responsible. The positioning strategy is to "Show American Apparel's green side!" by communicating how it has created US jobs with good benefits and pays workers twice the minimum wage. The campaign aims to create buzz and reinforce the brand image while making consumers feel socially responsible by buying from a sustainable company.