American Apperel Brand Marketing Analysis Project
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American Apparel sells clothing and accessories through 273 stores in the US and internationally. Their products are colorful and modern with 499 styles. Stores are located in trendy areas of cities. Prices are higher than competitors but aim to position the brand as high-quality rather than low-cost. Promotion includes social media, controversial ads, and highlighting their ethical practices to appeal to customers. While the company brands itself as for "everyone", consumers perceive it as targeting younger, fashion-forward audiences.
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American Apperel Brand Marketing Analysis Project
- 1. Brand Marketing Analysis Project T6 Luisa Colón, Ben Kvisler, Thomas Laurent, Jenna Modi, Alex Yip
- 2. Agenda Product What do they sell? What is their position on a perceptual map? Place Where are they located? Where can you buy American Apparel? Price How are their prices compared to competitors? Are they expensive? Promotion How do they interact with their customers? How do they promote their brand?
- 3. What Can You Buy At American Apparel? • 499 styles of clothing • Seasonal styles • Find complete outfits
- 4. American Apparel is for “Everyone” • Company’s perception • Clothing for more than just the average college student • Combined target approach • Clothing and accessories for women, men, and children
- 5. American Apparel: Attention-Grabber • Eye-catching vibrant colors • Fully-stocked and organized
- 6. Two Stores Within Five Blocks 138 Newbury Street 330 Newbury Street • Locations are in trendy, fashion-forward areas • Not competitive but complementary
- 7. All Over the World • Stores in 20 countries • 273 in the U.S. • Headquartered in downtown Los Angeles • Multiple websites • Each targets different geographic segments • Americanapparel.com • Americanapparel.net
- 8. American Apparel’s Positioning High Price Low Quality High Quality Low Price
- 10. #TeamAmericanApparel • Tweet when celebrities are seen wearing American Apparel attire • Tweet about store hirings/openings • Tweet about promotions in stores and online
- 12. • Subscribers: 2,270 • Upload Views: 1,688,877
- 13. Likes on Likes on Likes
- 14. • All operations under one roof • No sweatshops • Employees paid well • How does this appeal to customers?
- 15. Controversial Advertising • Minimalist style • Use edgy political statements • “Sex sells” • Ads found in fashion magazines
- 16. Is American Apparel Branding Successful? Company Consumer • Modern, trendy, cool, chic • Same style perception • Reasonably priced • Expensive • All-American • Good quality • For everyone • For younger women and men
Notes de l'éditeur
- Luisa
- Luisa
- Jenna
- JennaEveryone: women and men from 13-35 What they think is everyone- all ages, but more young people. Mothers buy for kids and men.Market “everyone” but select clothing in most stores like the first store had a little corner for men. 2nd store had a kids section.
- JennaBright colors, color scheme, simplistic, good quality sweaters
- Thomas2nd store, much bigger, wider selection of clothing: men, kids2 floorsLocated on Newbury: fashion avenue; many stores, restaurants, hotelsVisited by lots of tourists, Bostonians, people looking to buy/browse
- Thomas- AA Website - online shop, sales, more inventory than actual stores. - website (.netvs .com) - use direct links to social media
- AlexCompetitors
- AlexRange from $25-$98Round numbers- no cents More expensive compared to other stores that sell similar clothing like Forever and H&MPrices more expensive than initially expected for simple garments
- Luisa- Pull strategy!!!! - Twittertweets, following, followerswhat type of tweets (promoting sales, shopes)Flash Sales, how many retweets? How do they interact with customers on Twitter?1,524 tweets, they don’t reply to people Follow: about 15,000 of their 380,046 followers
- LuisaHow many reblogs?How customers interact with the site?How manyhashtags?
- Alex- Youtube channel - videos on how to wear, customer interactions, demo videos, factory tours, behind the scenes photoshoot, etc. - community feel (factory/worker tours), newest clothing concepts
- Ben
- Ben
- Luisa- one make-up free model wearingonly the garment to be sold, perhaps a hoodie, and photographed in a contorted positionUse edgy political statements, like immigration, gay rightsBad press, some people don’t like buying from there because they feel like they’ll promote the advertisingAds found in fashion magazines, like NylonBelieve that “sex sells” --- promiscuous photos, some with young models
- Thomas (recommendations) and Ben (company)“for younger women and men” = middle to high income, price exclusive. - Not FOR babies, but parents of babies. - they take a lot of consideration where they locate stores, and how they use their social media websites clothing is over priced or too expensive for some customers, but it is worth it to some customers to know that AA clothes are going to last for a long time and were made in America by well-paidworkers receiving benefits Our suggestions: Billboards in major artistic citiesStressing online shopping