ethical marketing strategy for American apparel

1. American Apparel
VARSHA DEVALIYA
STEVEE SHILABO
CONOR WARBUTON
DOLINA MACHADO
TM
Blue Chip
Marketing

2. Contents

3. Aims & Objectives

4. About…
• Key market - fashion clothing that is sustainable
• Company information - vertical integrated company
• Tagline - ‘Made in US’
• Target market - Young urbanites (20-35 yrs. old)
• Ethical, sustainable and corporate social
responsibility
• Competitors - H&M, Topshop, GAP, French
Connections

5. • Campaigns - ‘Cleaner Cotton campaign’, ‘Legalise Gay
campaign’. “ethically irresistible”
• Campaign objective - increase positive press coverage,
restore the reputation
• Communication strategy – to inform, persuade and
remind the target audience of the brand
• Advertising through social media
• Reviews given by customers - products are excellent and
service is amazing

6. The Marketing Communication
Process
• To influence the audience watching the ad
to react by purchasing the products – online
or in-store

7. Pen Portrait

8. • ETHICAL!!
• Vintage
Creative Director

9. • Attract the interests of young urbanites, ethical
thinkers with full figures. I.e. the trendy Youngers
• Those who are socially conscience. Aged between
18-30.
• Social media will be a part of our drip campaign. The
advertisements involved within this include
Facebook, twitter hashtags, Instagram, and YouTube.
• Digital magazine
• TV adverts
Media…

10. • Social media will be a part of our drip campaign
• These because they are frequently used by the
specified target market
• Advertising on digital magazine will also be an
effective technique
• target audience are going to be the fashion followers
who find their trends from what they see/read
• Main proposed media is going to be the TV, through
music channels, websites, social media and fashion
shows

11. • Good enough to hang on to A.A (strong,
quality well made)
• PR costs /Junior Executives – bill at £75 / hour
• professional PR campaign cost £3,000-£5,000
per month
• Channel 4 hollyoks advertising £59,549 for 60
slots number of views 12,857143
• Channel 4music advertising £55,000 for
60slots views 12,492,613
• Youtube Bloggers (offer them free clothing
and photo shoot oportunities)
PR account executive

12. P.R
 approximately £300 per 30 second
broadcast
 1.3 Million viewers
Daytime and early peak during programs
Fashion police£150 per 30 sec slot
and keeping up with the cardashians £200 per 30
sec slot
E! has an audience reach of approximately
96,472,000

13. • PR activities correlate with target audience
• 1/4 page on festival program£1,320.00
• magazine costs £10,718
• Advertising promotion in ethical events and
protests low cost
• Young, ethical and educated consumers who
are free spirits .
• Young festival audiences tend to shop with
ethics in mind
Carnival festival PR

14. • Reinforcing our brand
• Rebuild relationship
• CRM – Customer Database
• Shelf space
Sales Promotion executive