AA strategies.. The retailer, that is.
Feb 9th, 2011 by beverleycheng
As a previous employee of American Apparel, I am quite aware of their policies, dress code, history and beliefs. Even the way they would market themselves was part of who I was, as I dressed like an American Apparel advocate every day (the dangers of staff discounts & giveaways).
American Apparel definitely uses differentiated targeting. Their main target is people aged 14-22, both male and female. Within that category though, they are targeting “the hipsters,” the “tweens” and especially the gay and minority communities.
AA is widely known for their vertical integration and their ‘sweatshop free manufacturing ethics’. It is something that separates themselves from other manufacturers, as their head office and main factory is located in downtown LA. Although they have had a huge decrease in sales lately which almost lead them to bankruptcy, AA has experienced huge growth since they first opened. Some of the unique and sometimes outrageous strategies (such their Legalize Gay campaign against California’s passing of Prop 8 ) they come up with define who they are as a company. It gets people talking about them, wanting to be able to identify and be a part of what they stand for. As Clamour Magazine states “Like Starbucks and Whole Foods, American Apparel has hit a niche market with a message about its business ethics – and carted off cash as fast as it can carry it.”
American Apparel has spun such a wide web, that fashion bloggers come together to discuss what they like, how they wear it, and what new styles they want to see more of. On lookbook.nu, fashionistas from all over the globe submit their photos, and many times are sporting some piece of American Apparel gear. Fashion blogger, Final Fashion mentions Dov Charney’s (the CEO of AA) ‘sexually charged advertising,’ another way that American Apparel manages to identify themselves as an explicitly unique company.
Although there is huge controversy concerning their hiring techniques, the sexual harassment charges against the CEO, and of course ads of naked models plastered over the walls of the stores, strangely American Apparel still knows how to market themselves the right way to different groups of people.