Ce diaporama a bien été signalé.
Nous utilisons votre profil LinkedIn et vos données d’activité pour vous proposer des publicités personnalisées et pertinentes. Vous pouvez changer vos préférences de publicités à tout moment.
American Apparel                    Made in LA                   Natural Beauty                    CommunityAaron Brown-Ke...
American Apparel               Situational AnalysisMade in downtown Los Angeles • American Apparel Business Segments:     ...
American Apparel               Market SummaryMade in downtown Los Angeles                                   Target Markets...
American Apparel               Market DemographicsMade in downtown Los Angeles • Demographics • Geographics • Psychographics
American Apparel               Market SummaryMade in downtown Los Angeles Market Needs •Product Quality •Corporate Social ...
American Apparel               SWOT AnalysisMade in downtown Los Angeles
American ApparelMade in downtown Los Angeles                        Marketing                        Strategy
American Apparel                Marketing StrategyMade in downtown Los Angeles    •Market Penetration          •New target...
American Apparel                 Mission StatementMade in downtown Los Angeles   American Apparel is a vertically integrat...
American Apparel               Marketing ObjectivesMade in downtown Los Angeles • Improve brand perception • Refocus on so...
American Apparel               Financial ObjectivesMade in downtown Los Angeles• Double digit growth  rate for each  conse...
American Apparel               Financial ObjectivesMade in downtown Los Angeles
American Apparel               Strategic ObjectivesMade in downtown Los Angeles • Introduce a Corporate Social Responsibil...
American Apparel               Target MarketsMade in downtown Los Angeles                                Target Markets:  ...
American Apparel                    PositioningMade in downtown Los Angeles • A unique vertically integrated   manufacturi...
American ApparelMade in downtown Los Angeles                 Marketing Mix
American Apparel Marketing Mix: Product Made in downtown Los Angeles • Quality must continue to be at forefront of   Ameri...
American Apparel               Marketing Mix: PlaceMade in downtown Los Angeles • Hubs for Urban Renewal • College and Uni...
American Apparel               Marketing Mix: PriceMade in downtown Los Angeles • Leave premium price to communicate value...
American Apparel               Marketing Mix: PromotionMade in downtown Los Angeles • Emphasize image of social   consciou...
American Apparel               Sales ForecastMade in downtown Los Angeles
American Apparel               Expense ForecastMade in downtown Los Angeles
American Apparel               Contingency PlanMade in downtown Los Angeles • Difficulties & Risks     – Competitors devel...
Prochain SlideShare
Chargement dans…5
×

American Apparel Case Study

34 995 vues

Publié le

Case Study on American Apparel
By Liza Bain, Aaron Brown-Kert, Andrew Hyde, Maxie Winick and Mark Gronowski

For Marketing Management Class
Use for educational purposes only

Publié dans : Business
  • Soyez le premier à commenter

American Apparel Case Study

  1. 1. American Apparel Made in LA Natural Beauty CommunityAaron Brown-KertLiza BainMaxie Winick SustainabilityMark GronowskiAndrew Hyde
  2. 2. American Apparel Situational AnalysisMade in downtown Los Angeles • American Apparel Business Segments: – U.S. Wholesale – U.S. Retail – Canada – International/e-Commerce
  3. 3. American Apparel Market SummaryMade in downtown Los Angeles Target Markets: • Young Urbanites Captured through: • Social consciousness • Lack of visible branding • Quality products • Reasonable pricing • Sexual imagery
  4. 4. American Apparel Market DemographicsMade in downtown Los Angeles • Demographics • Geographics • Psychographics
  5. 5. American Apparel Market SummaryMade in downtown Los Angeles Market Needs •Product Quality •Corporate Social Responsibility •Customer Service Market Trends •Technology Dependency •Casual Attire and Quality Product •Progressive Thinking Market Growth •Forecasted Growth
  6. 6. American Apparel SWOT AnalysisMade in downtown Los Angeles
  7. 7. American ApparelMade in downtown Los Angeles Marketing Strategy
  8. 8. American Apparel Marketing StrategyMade in downtown Los Angeles •Market Penetration •New target markets •Customer Retention •Improving public image •Product Quality •Maintaining and improving standards
  9. 9. American Apparel Mission StatementMade in downtown Los Angeles American Apparel is a vertically integrated clothing company dedicated to creating quality lasting clothing, handmade in America. With the highest standards of excellence, American Apparel sets industry standards of social and environmental responsibility in the workplace while promoting natural beauty, community involvement and sustainability.
  10. 10. American Apparel Marketing ObjectivesMade in downtown Los Angeles • Improve brand perception • Refocus on social consciousness • Achieve an increase in market penetration by introducing a plus size line • Increase local marketing activities at store-level
  11. 11. American Apparel Financial ObjectivesMade in downtown Los Angeles• Double digit growth rate for each consecutive year• Reduction in costs associated with operating expenses by improving efficiency
  12. 12. American Apparel Financial ObjectivesMade in downtown Los Angeles
  13. 13. American Apparel Strategic ObjectivesMade in downtown Los Angeles • Introduce a Corporate Social Responsibility campaign • Penetrate the new “full-figured” and “progressive thinkers” target segment • Introduce a new product line that combines American Apparel’s core competencies in product quality and advertising • Create Brand Ambassadors
  14. 14. American Apparel Target MarketsMade in downtown Los Angeles Target Markets: • Young Urbanites • Progressive Thinkers • Full-figured
  15. 15. American Apparel PositioningMade in downtown Los Angeles • A unique vertically integrated manufacturing system • A business model which concentrates on developing value for customers and the community • Providing a sustainable and sweatshop free alternative to quality clothing
  16. 16. American ApparelMade in downtown Los Angeles Marketing Mix
  17. 17. American Apparel Marketing Mix: Product Made in downtown Los Angeles • Quality must continue to be at forefront of American Apparels strategy • Updated merchandise mix • Discontinuation of unprofitable lines • Expand to include plus-size line
  18. 18. American Apparel Marketing Mix: PlaceMade in downtown Los Angeles • Hubs for Urban Renewal • College and University towns • E-commerce with an emphasis on E-marketing • Store locations with bright and inviting atmosphere
  19. 19. American Apparel Marketing Mix: PriceMade in downtown Los Angeles • Leave premium price to communicate value • Maximize current profit to increase liquidity • Special-event pricing to draw in more consumers
  20. 20. American Apparel Marketing Mix: PromotionMade in downtown Los Angeles • Emphasize image of social consciousness • Transformational appeals • Brand Ambassadors: engage consumers, create positive brand image • Public Relations
  21. 21. American Apparel Sales ForecastMade in downtown Los Angeles
  22. 22. American Apparel Expense ForecastMade in downtown Los Angeles
  23. 23. American Apparel Contingency PlanMade in downtown Los Angeles • Difficulties & Risks – Competitors developing clone products at lower price offerings – Plus size clothing line fails to generate additional revenues – Financial burden of labor expenses

×