American Apparel - Route to Consumer

Route to Consumer.

Execution Brief.

Contents.

The Consumer.

Photoshoot Inspiration.

Final Campaign images.

Message for the consumer.

Social Media.

Digital & Print.

Ania Kanwal.

N0499812 Negotiated Project FCP Process - Execution FASH30108

INSPO.

Photoshoot Scamps.

The message that my campaign gives out to the younger generation is that American Apparel are also care free, rebellious, cool, and proud of who they are. I applied a grainy texture on the image because it looks like the photo has just been taken using a disposable camera. A lot of young kids use disposables because they like the grainy quality of the photo; they are cheap and capture their wildest moments. E.g. At festivals.

American Apparel & Social Media.

The main social media channels that I would use to promote my campaign to the younger target audience are Instagram, Tumblr and the American Apparel website.

The cool, young kids of today rely on social media where it is quicker, easier and more interesting to gain information by watching 6-second videos on Instagram or Vine.

These social media platforms are also more popular compared to older platforms e.g.

Facebook or Twitter. When observing these platforms for American Apparel, I saw that the brand would post something like a campaign, or a promotional offer and only get a few likes/re-tweets considering their number of followers on FB and Twitter. This shows that there is a low engagement level on these platforms and if I used them to promote my campaign for the young kids, I would not get much feedback and engagement.

Social Media Platforms.

Instagram.

AA Website.

Soundcloud.

American Apparel & Other Media.

Digital & Print Mockups.

Bus stop.

Magazine.

POS.