- American Apparel Rebranding -
Brand Strategy
“Labor is prior to, and independent of, capital. Capital is only the fruit of labor, and could never have existed if labor had not first existed. Labor is the superior of capital, and deserves much the higher consideration.� -Abraham Lincoln
Contents
Contents
BRAND
History 6 Timeline 8 Soul and Mission 10 Repositioning 12 Statement
Contents
EXPLORATION
Competitive 14 Analysis Brand Grid 16 Keywords 18 Personas 24
Brand History
Brand History
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American Apparel Inc. is an online-only retailer and former brick-and-mortar stores operator based in Los Angeles, California. Founded by Canadian businessman Dov Charney in 1989, it was a vertically integrated company that ranked as one of the largest apparel manufacturers and marketers in North America. American Apparel advertising campaigns have become as synonymous with the brand name as the signature natural beauty and individuality that first put us on the map.
Brand History
The production system of American Apparel centralizes most of its employees in a single location. By not outsourcing, Charney believes that he knows his workers better and that it ties them directly to the brand. A banner on top of the downtown factory states “American Apparel is an Industrial Revolution.”
In October 2015, American Apparel filed for bankruptcy, weighed down by debt, and the latest and current phase of American Apparel’s life began in January 2017, when Gildan Activewear acquired the brand’s intellectual property out of bankruptcy proceedings for $88 million.
Charney has stated that American Apparel hires its creatives by their sense of culture and fashion, not their resume. Conversely, the company has also been accused of focusing on personal style and outward appearance in its hiring practices for retail positions. According to Charney, the unconventional corporate culture at American Apparel is responsible for the company’s creativity and rapid growth. 7
Brand Timeline
Brand Timeline
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American Apparel was founded in 1989 by Canadian Dov Charney.
In 1997, after a variety of iterations, including a period of manufacturing in South Carolina, the company moved to Los Angeles. Charney began to sub-contract sewing with Sam Lim who, at the time, had a shop with 50 workers under the Interstate 10 freeway in east LA. Months later the two became partners.
In 2000 American Apparel moved into In late 2006, its current factory in American Apparel downtown Los went through Angeles where it a reverse merger continued to grow and became listed primarily as a whole- on the American sale business, Stock Exchange. selling blank T-shirts to screenprinters, uniform companies and fashion brands.
Brand Timeline
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In January 2017, American Apparel was acquired at auction for $88 million by Gildan Activewear, a Canadian sportswear company. Montreal-based company Gildan Activewear Inc. bought American Apparel but not its physical stores.
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The clothes retailer warned investors in August 2015 that it would not have enough cash to “sustain operations for the next twelve months” which raises “substantial doubt that we may be able to continue as a going concern”. The firm filed for Chapter 11 bankruptcy.
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In December 2014, American Apparel announced the official termination of CEO Dov Charney and the promotion of fashion executive Paula Schneider to that position.
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It is one of the few clothing companies exporting “Made in the USA” goods and in 2007 sold about 125 million dollars of domestically manufactured clothing outside of America. The company promotes labor policies that exclude use of clothing manufactured in sweatshops.
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Brand Brand Soul Soul / Mission
Brand Soul
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Providing fair labor practices.
Brand Mission
Brand Mission
Provide fair labor practices and opportunities for employees of all kinds.
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Repositioning Statement
Repositioning Statement
American Apparel’s mission is working on fair employment and providing more opportunities to people. We don’t only insist on the globally sourced, ethically made, still sweatshop-free clothing, but we also care for the workers by building sustainable manufacturing in the fashion industry. Now, with the new American Apparel, American Partner, we will provide fair labor practices and opportunities for employees of all kinds. We respect the fair labor rights and want to provide services, including law services, labor training, labor welfare protection, etc.
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Competitive Analysis
Competitive Analysis
DIRECT COMPETITORS
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Competitive Analysis
ANCILLARY COMPETITORS
FUTURE COMPETITORS
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Brand Grid
Brand Grid PAST
American Apparel
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Brand Grid
FUTURE
American Apparel
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Keywords
Keywords PASSIONATE
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Keywords
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Keywords
Keywords EVOLVING
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Keywords
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Keywords
Keywords COLLABORATIVE
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Keywords
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Personas
Personas Independent designer He started his design career two years ago after he graduated from a design school. He joined a few projects for the local clothes stores and got a good profit. He moved to New York to look for an better work opportunity. He wants to get a job that he can best play his talent and learn more about the manufacturing process of this industry.
Simon Taylor AGE: 26 GENDER: Male OCCUPATION: Fashion designer INCOME: $6000~8000 / month LOCATION: New York
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Personas
Job Seeker She is facing graduation and needs a job. She wants a some helps that might help her on planning her own career. She needs to know the different rights / policies of labor to protect her rights. She wants to find someone can be a instructor about her career planning. She wants some opportunities to get internships in big companies.
Sophia Evans AGE: 20 GENDER: Female OCCUPATION: College student INCOME: ---LOCATION: San Francisco
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Personas
Handicraftsman He born and raised at the west coast, he’s family tough him some handcraft skills. He had a store and ran his business for 5 years but he closed it recently. He had a 5 people crew before so he knows how important to respect labor rights. Because of his family, he moved to New York, and he wants to find a steady job.
Charles Wang AGE: 40 GENDER: Male OCCUPATION: Handcraftsman INCOME: $5000~6000 / month LOCATION: New York
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Personas
Hard-working immigrant He came to LA with his family for 6 years and worked in a local clothes factory for 4 years already. He became a teamleader and already knew the whole process in the streamline. He got married last year so he needs more money to raise his family, but his employer cannot pay the equal wage to him. He is still working there and looking for a new job at the same time.
Luis Chia AGE: 27 GENDER: Male OCCUPATION: Streamline worker INCOME: $3000~4000 / month LOCATION: Los Angeles
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Personas
Small entrepreneur She opened a clothes store two years ago in Seattle. During this years, she cannot expand her business. With the raising of e-commerce, her store is really hard to survival. She wants to change her business model. She wants to create a better environment and proper benefits to her employees, so she wants to learn more about the labor.
Emma Thompson AGE: 38 GENDER: Female OCCUPATION: Clothes store owner INCOME: $6000~15000 / month LOCATION: Seattle
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She didn’t have many experiences/ education about management before, she needs to learn more about it.
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Personas
Passionate lawyer She has 3 years experience in labor rights cases. She has a wide background knowledge of the laws of protecting labor. She joined the labor union of the local community and provided free service to people. She wants to educate more regular people and employer to help them handle different problems.
Jennifer Wilson AGE: 28 GENDER: Female OCCUPATION: Lawyer INCOME: $8000~10000 / month LOCATION: Los Angeles
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