American Apparel Tries To Change Marketing Strategy And Reshape Brand Names

Good at sexy marketing

I want to reshape the brand.

It used to be the fastest growing country in the United States.

Brand, with stylistic sexy marketing methods, the popular American Apparel was once popular among young people. It opened 450 stores in the world in the first 6 years of its operation.

However, with the financial burden brought about by poor management, American Apparel was first reported to be bankrupt in 2010.

In the next few years, American Apparel finally went bankrupt when the company founder Dov Charney fell into a series of attacks, such as sexual assault scandal, sexy marketing failure, huge losses, and a large number of overseas stores closed.

According to the world clothing and shoe net, in early 2017, Canada

The company Gildan Activewear bought American Apparel at a price of 66 million US dollars.

"We 're back, to basics (we came back, back to Basics)," wrote the new official website.

All the stores have been turned off, and American Apparel, who is fighting the electricity supplier, is resurrected with a new attitude and is selling the basic clothing.

If it is the most distinctive feature of the brand, it is also the most controversial, probably its marketing way.

The bold advertisement made American Apparel quickly catch up with a wave of attention.

In its advertising posters over the years, young women who are exposed to naked bodies or sensitive parts often appear in a variety of sexually provocative gestures.

For this reason, American Apparel is often regarded as a typical example of "consuming women" and "too much offense", and its brand image can be very bad, coupled with the sex scandal involving the founder of Dov Charney.

Advertisement before American Apparel

American Apparel is also trying to change its previous marketing strategy before restarting its brand plan.

In an investor report released in 2015, it announced that the company would discard sexy advertisements in the past and "rebuild the brand image in a more positive, inclusive and socially responsible way".

After rebirth, this change is particularly important.

Today, American Apparel's marketing team is all women, which is the first time in its brand history.

Its strategy is to interpret sexism from the perspective of women, showing the independence and autonomy of women, rather than from the perspective of male scrutiny.

"The feeling of women is very conflicting in sexing."

Brand marketing director Sabina Weber said, "but we will remain sexy, from the perspective of women who are empowered."

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American Apparel now advertising

At present, the billboards of American Apparel have returned in New York and Losangeles, and they do seem to be "dignified and healthy".

Sabina Weber said that the creative work of advertising was done entirely by internal staff, and the models maintained diversity in height, weight, race and age.

Minor models will not appear again. In a public recruiting model, the annual collar line is even more than 25 years old.

You can still see some sexy and tempting elements, but too naked and sexually suggestive pictures won't happen again.

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