American Apparel

AMERICAN APPAREL REPORT ANALYSIS 13/12/2011 [->0] SUBMITTED BY: JOEL CHERIAN – SMBA 11081 American Apparel COMPANY PROFILE :- American

Brand Positioning American Apparel itself wants to be seen as a stylish, no-factory, domestically made brand, inferring from its headline “Fashionable Basics. Sweatshop Free. Made in USA.” The company also wants to be seen as a socially and environmentally conscious brand that sells high quality knitwear with a simple design aesthetic. American Apparel will continue to target a large, diverse market of young urbanites that see themselves as unique instead of as part of a generic, mainstream

Background Dov Charney, who rose to profitability as a T-shirt by applying unique business model, founded American Apparel in 1997. Company’s headquarters and manufacturing facility were located at the same building in downtown Los Angeles, with Charney paying his workers high salaries and providing all- inclusive benefits. While the costs of manufacturing process were significantly higher than other company’s, the company made itself capable to grow by applying “vertically integrated” structure

Problem Statement American Apparel whom once used to be the Situational Analysis: American apparel is the largest clothing manufacturing company in the U.S. The company has initially specialized in cotton-knit wear yet it has gradually developed the interest for leotard, leggings and other vintage-inspired clothing. The company was founded in 1989 by Dov Charney. Charney was born in Montreal, Canada however he was fascinated by the American culture. In 1991, he started designing T-shirt using

1. Introduction American Apparel (AA) is a well-known United States clothing brand that has gained recognition among the retail industry. American Apparel headquarters is located in Los Angles, California where it manufactures and distributes its clothing products. It is known in today’s society, to be sweatshop free and has a strong belief of workers’ rights. However, American Apparel has had a downfall in the retail industry losing revenue. This research of American Appeal will provide feasible

American Apparel SWOT Analysis Marketing 304 Section 12382 Group# 5 Nancy Alonzo Yavon Irving Salvador Bustos Cory Lashinsky American Apparel is a vertically integrated clothing manufacturer, wholesaler, and retailer. AAI is best known for making basic, solid color T-shirts and undergarments. They have expanded into dresses, denim, bedding, pants, and accessories for men, women, children, babies, and dogs. Their long-term goal it to become the #1 destination for basic apparel –

American Apparel Controversy After eight years of nurturing his idea to make T-shirts in America, Canadian-born Dov Charney founded American Apparel – “Made in USA” T-shirt – Sweatshop Free factory as a wholesale business followed by his moved to Los Angeles in 1997. At the beginning, Charney’s business intention was to focus on supplying American-made T-shirts to screen printers; yet, emerging labels was a profitable strategic business decision. In 2003, American Apparel opened its first retail

American Apparel: Vertically Integrated in Downtown L.A. 1. The textile/clothing sector is vertically de‐integrated: design, textile manufacture, clothing manufacture, distribution are undertaken by specialist firms. Why? In this case, clothing firms like American Apparel have vertically integrated, in order to get time to market, increase resources availability, and cost efficiency. However, many textile/clothing sector is vertically de‐integrated which means that their design, textile manufacture

pointing at nude portraits and oil paintings. I decided to analyze my own choice of advertisement to compare his theory in the modern world. I chose an American Apparel advertisement; the company has a history of invoking reactions from the public. The advertisement does not require much analysis to cause offense to the general viewer. American Apparel crosses the line in more ways than one. However, the advertisement I chose was rather tame in comparison to many others I considered.

| Canadian Apparel Federation | Exploratory Research Assignment | Owner June 2, 2012 | Introduction The Canadian Apparel Federation is facing numerous challenges as the apparel industry is very competitive and consumer tastes and preferences are constantly changing. Our study will present some of the major trends developing in the apparel industry and what companies can do to capitalize on the market and distinguish themselves from the competitors. Research Objectives The purpose