American Apparel ReBrand

FSM504 FASHION BRANDING ASSIGNMENT 1 GROUP REPORT

By Nadia Khalil, Michele Ishola, Manuela Calderon, Kloe Guillanneuf

Intro American Apparel hit an all time low in 2017 when it had to close down all its retail stores and become an online-only retailer. It feels apropriate to rebrand this company considering its current success rates - rebranding could help aid the revival of the brand and strengthen its brand image once again.

This report aims to explore the American Apparel brand, indentify its faults and then produce a rebranding strategy based on these.

Brand History

Brand History

Number of American Apparel stores worldwide from 2010 to 2014

Net sales of American Apparel worldwide from 2008 to 2014

(by region)

(in million U.S. dollars)

American Apparel had a wavering number of sales between the years 2008-2014, but it was revealed in 2015 that they had actually not made a profit since 2009.

They were reducing the number of stores they had worldwide gradually, before closing them all permanently in 2015, when they simultaneously filed for bankruptcy.

(Statista, 2018)

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(Statista, 2018)

Figures taken from HighSnobiety & the relevant news articles in the LA Times of the respective years 5

Current Brand Position

Brand Essence

High Quality Basics

American Apparel Branding Onion

WHERE THEY’RE AT NOW

American Apparel Inc. is currently a vertically-integrated online retailer, that operates out of Downtown Los Angeles

Personality

Youthful, Relaxed, Creative, Free-Spirited

Values

Ethical, Sustainable, Gender-Fluid, Environmentally-Friendly

Benefits

Not Trend-Driven, High Quality garments, Vertically-Integrated, Based in LA for duration of lifetime

Attributes

Basic pieces, Range of bright colours, Figure-hugging yet casual

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Current Target Consumer

Current Target Consumer

Consumer Profile #1

LON

DON

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, UK 9

Current Target Consumer

Current Target Consumer

Consumer Profile #2

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Reasons for Rebrand

Reasons for Rebrand

Innapropriate/Outdated Advertising

WHY REBRAND? Despite it’s past popularity, American Apparel isn’t a very strong brand in 2018 and rebranding the company could be the answer to it’s revival.

There are a number of aspects of the brand which may have contributed to their failure, some of which are highlighed on the right.

These reasons will be used as the basis for our decisions when considering our rebranding strategies.

Outdated Collections The clothes are not very fashion forward.

They seem to still be aiming at the generation-z from 8 years ago. The generation Z’s of today have shifted their fashion preferences towards a more streetwear aesthetic which American Apparel have yet to adopt.

American Apparel has become known for its controversial and overtly sexual imagery used within its campaigns. Although fashionable and trendsetting at one time, the ‘sex sells’ method of advertising feels somewhat outdated. Updating their ad campaigns using more trend-focused imagery may improve consumers response to their advertisments.

Poor Visual Merchandisng All its stores have now closed and this may be due to the somewhat uninspiring store designs they once had.

Perhaps if they had put more effort into their visual merchandising then they may have survived as a physical store.

Website Navigation Now that American Apparel are an online-only retailer - a strong website is even more critical to their success than ever before. The categories, for example, could be considered overwhelming for an online shopper as there are so many. It’s much easier for a consumer to navigate with more simplified categories and this small change could potentially help improve online sales.

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Aims & Objectives

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Our Rebrand Strategies

1 2 3 4

INTRODUCE NEW LINE UPDATE & IMPROVE AD CAMPAIGN STYLE LAUNCH POP-UP STORE ENHANCE WEBSITE EXPERIENCE 15

INTRODUCE A NEW LINE

INTRODUCE A NEW LINE

THE LINE

FIRST LOGO

FINAL LOGO

USX Apparel

USX

USX

Apparel

Apparel

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US pa X r

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The new line is called ‘USX Apparel’ - a play on USA and Unisex. We first used Helvetica (American apparel’s exisiting font) but thought it wasn’t impactful enough as a new brand logo so we opted for a more sporty and retro inspired font .

usx usx usx usx usx usx

x us sx xu us

LOGO

As our first strategy we have decided to extend the brand by introducing a sustainable genderless streetwear line.

It aims to be more fashion-forward than american apparels existing collection - adressing the current demand for 90’s nostalgia. This suits our target market (gen-z/gen-y) who are known for their fondness of the streetwear trend.

We have tried to keep some of american apparel’s aesthetic except with a streetwear twist, by adding logos to the clothes- something American Apparel doesn’t usually do. We also decided to give the line seperate name, in order to distinguish it from the rest of the brands offerings.

POS EXAMPLES

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All packaging will be sustainable and ethically sourced. Shopping bags will match the colour palette of the collection.

UPDATE & IMPROVE AD CAMPAIGN STYLE

THE NEW CAMPAIGN

UPDATE & IMPROVE AD CAMPAIGN STYLE

The basis of the photoshoot for the ad campaign was to exhibit the streetwear aspect of the line, in a setting of both urban grit and botanical features. This was to visually display the combination of the urban target consumer and the sustainable and ethical values of the brand. The combination of three very diverse models aids American Apparel’s image of equality and gender fluidity is shown as there are both males and a female model, all wearing clothing that can be interchanged and be worn by one another.

For the advertising campaign, the images are overlaid with clear text that gives its audience a bold message in one word statements; shown here are ads featuring the words ‘Together’, ‘Individuals’ and ‘Confident’. This plays on the millennials mind-set of being in groups/tribes, or being an individual that stands slightly away from the crowd; either way USX Apparel is made to make you feel confident. That’s USX Apparel.

The ad campaign will run in both New York and London, the two cities the re-brand launch is set to take place in. In London, the advertisements will run on the London Underground and other TFL stations, as a paper outlining the effects of advertising on the tube that was shown at the ESOMAR Congress in late 2017, showed that “that 58% of people who regularly read or use their phone while travelling also regularly look at advertising on the Tube…and, of those using a mobile device, a third are using their device to take notes about information they see within the London Underground (e.g. on ads).” (WARC, 2017). This therefore seems the most effective place to position the rebrand campaign imagery in London. In New York, the main imagery will also be placed on posters around the Subway system, as well as on billboards in Times Square, shown here. This is guaranteed to gain attraction from potential American and British consumers.

WHERE IT MIGHT BE DISPLAYED

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LAUNCH POP-UP STORE

INSPIRATIONAL IMAGES

WHY A POP-UP STORE?

LAUNCH POP-UP STORE

LOCATIONS

We have chosen open 2 pop-up stores based in fashion-forward parts of two major fashion capitals: New York & London.

Shorditch. These areas are known for their ‘edgy’ style and we believe a streetwear line will be well recieved here.

Lower East Side, Manhattan

Shoreditch, London

PHOTOBOOTH

There will be a photobooth where customers can take pictures and share them on social media instantly.

LIVE MUSIC

ILLA J 20

There will be a live music event in each of the stores by up-and-comming hiphop artists from both the UK and US. IAMDDB and Illa J are musicians with a very street-aesthetic and the hip-hop genre is also strongly associated with streetwear.

TALKS, DEBATES & WORKSHOPS...

- Fashion & Sustainability talk - “Has Streetwear Lost Its Roots?” debate - Up-cycling Workshop - Sweatshop Documentary Screening

IAMDDB 21

ENHANCE WEBSITE EXPERIENCE

ENHANCE WEBSITE EXPERIENCE

New Shop All

Summer 18 Lookbook

Back in Stock

Pets Lookbook

Search

Icons Lookbook

Cart (0) Login £ GPB

xu

us

sx

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us sx

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usx+ usx usx usx usx +

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USX Apparel

Bodysuits & Catsuits Hoddies Shorts

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Tops

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All

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Summer 18 Collection

USX Apparel

Skirts Dresses Denim Pants Intimates Swimwear Accessories

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ENHANCE WEBSITE EXPERIENCE

New Shop All

Summer 18 Lookbook

Back in Stock

Pets Lookbook

ENHANCE WEBSITE EXPERIENCE

Search

Icons Lookbook

Cart (0) Login £ GPB

usx usx usx usx usx usx

USX Apparel

About Instagram Facebook #USX

The New Collection

New Arrivals Shop Now

CONTINUES ON NEXT PAGE 24

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ENHANCE WEBSITE EXPERIENCE

New Shop All

Summer 18 Lookbook

Back in Stock

Pets Lookbook

ENHANCE WEBSITE EXPERIENCE

Search

Icons Lookbook

Cart (0) Login £ GPB

us x+

us xu sx us xu sx +

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el

US pa X r

sx u x s u

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New In

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CONCLUSION

REFERENCES Highsnobiety. (2016). e Rise and Fall of American Apparel | Highsnobiety. [online] Available at: https:// www.highsnobiety.com/2016/02/17/american-apparel-history/ [Accessed 13 Apr. 2018].

Ho man, C. and Earnest, L. (2006). Clothier has designs on the world. [online] LA Times. Available at: http://articles.latimes.com/2006/dec/20/business/ -apparel20 [Ac- cessed 13 Apr. 2018].

Hong, P. (2003). Is ere Substance Behind Clothing Factory Owner's Brash Style?. [online] LA Times. Available at: http://articles.latimes.com/2003/jan/12/local/me-ap- parel12 [Accessed 13 Apr. 2018].

All factors considered, this proposed re-branding of American Apparel has the potential to result in exponentially improving the brand’s image; aesthetically, technologically and financially. American Apparel was once a brand with extreme dominance over the clothing market, which took a sudden nosedive when simultaneously both their image was tainted and they failed to keep up with the needs of their target consumers in comparison to their quickly developing competitors. The re-branding approach expressed in this report addresses all the aspects we believe to be causing the brand to fail, the aims which should be targeted in order to succeed, and the strategies most adequate in order to execute this.

Pandey, S. (2008). Full speed ahead for American Apparel. [online] LA Times. Available at: http://articles. latimes.com/2008/aug/15/business/ -american15 [Accessed 13 Apr. 2018].

Statista. (2018). American Apparel's global net sales, 2014 | Statistic. [online] Available at: https://www.statista.com/statistics/286922/net-sales-of-american-apparel-world- wide/ [Accessed 13 Apr. 2018].

Statista. (2018). Number of American Apparel stores worldwide by region, 2014 | Statis- tic. [online] Available at: https://www.statista.com/statistics/286927/number-of-ameri- can-apparel-stores-worldwide-by-region/ [Accessed 13 Apr. 2018].

WARC. (2017). Tube passengers like ads | WARC. [online] Available at: https://www. warc.com/newsandopinion/news/tube_passengers_like_ads/39372 [Accessed 15 Apr. 2018].

The hopefully high sales revenue generated from this re-brand would both benefit American Apparel themselves, as well as raise an understanding of the sustainable and ethical work they partake in, and cause increased conversation about the topic of ‘unisex’ and gender fluidity, in fashion and as social commentary.

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