Cover fig 1 AA, Shiny figure skater dress, (n.d.)
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Fig 2 Anonymous Art of Revolution, This planet can not sustain this system, (2012).
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Fig 3 The True Cost, True cost banner, (2015). Fig 4 The Daily Star, Rana Plaza aftermath, (2015). Fig 5 The Huffington Post, Rana Plaza disaster, (2016).
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Fig 6 Fashion Revolution, Who made my clothes campaign image 1, (2016). Fig 7 Fashion Revolution, Who made my clothes campaign image 2, (2016).
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Fig 8 Hessian Magazine, Inside hessian magazine issue 2, (2016). Fig 9 Hessian Magazine, Hessian magazine cover issue 2, (2016).
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Fig 10 Jigsaw, For life not for lanfill, (2015). Fig 11 Welsby, C. Exploring consumerism, (n.d.)
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Fig 12 Unilever, Life buoy, (2013).
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Fig 13 Branded Kulcha, Oscar Wilde on consumerism, (2013).
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Fig 14 Honest By, Who? Where? How?, (2014).
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Fig 15 Mills, N. Chess Thomas-Wiseman, (2016).
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Fig 16 Mills, N. Arabella Sharpe consumer profile, (2016).
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Fig 17 Be An Unf*cker, World f*cking wake up day, (2016). Fig 18 Be An Unf*cker, So how f*cked are we?, (2016).
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Fig 19 Rare Babe, Legalize L.A., (2014).
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Fig 20 AA, Meet Sophie, (2004). Fig 21 AA, Apres ski, (2004). Fig 22 AA, Safe to say she loves socks, (2005). Fig 23 AA, Playtime, (2005). Fig 24 AA, Micro mesh, (2006). Fig 25 AA, Untitled AA ad, (2008).
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Fig 26 AA, Now open, (2012). Fig 27 AA, Summer basics, (2013). Fig 28 AA, Meet Trudy, (2013). Fig 29 AA, Made in Bangladesh, (2015).
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Fig 30 AA, Made in the USA 1, (n.d.).
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Fig 31 AA, Made in the USA 2, (n.d.). Fig 32 AA, Happy 4th July, (n.d.).
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“It should be understood that rejuvenating a brand means relaunching it, not launching it all over again as if it were a new brand. At the time of the operation, the brand already has its own existence, target market, positioning, etc. it is crucial to avoid making choices that are totally inconsistent with the brand’s past history� (Lehu, J. 2006, p64).
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Fig 33 The Body Shop, Look good, feel good, do good, (n.d.).
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Fig 34 Mills, N. Brand positioning map, (2016).
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Fig 35 Mills, N. & AA, Let’s put this behind us, (2016).
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Fig 36 Mills, N. Graphic inspiration moodboard, (2016).
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Fig 37 Mills, N. Colour inspiration moodboard, (2016).
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Fig 38 Mills, N. Photoshoot inspiration moodboard, (2016).
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Fig 39 Mills, N. Packaging inspiration moodboard, (2016).
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Fig 40 Tumblr, American Apparel styling, (n.d.). Fig 41 Instagram, American Apparel styling by Yan Yan Chan, (2015).
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Fig 42 Mills, N. New American Apparel ad campaign 1, (2016).
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Fig 43 Mills, N. New American Apparel ad campaign 2, (2016). Fig 44 Mills, N. New American Apparel ad campaign 3, (2016).
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Fig 45 Mills, N. Hessian Magazine x American Apparel Mock Up. (2016).
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Fig 46 Mills, N. i-D Magazine x American Apparel Mock Up. (2016).
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Fig 47 Mills, N. Smartphone Social Media Mock Up. (2016).
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Fig 48 Mills, N. American Apparel Facebook Mock Up 1. (2016).
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78% of the target consumers said they visit a clothing brand’s website after seeing them promoted on social media, which is a driving force for American Apparel to build a social media strategy from their new campaign. The five C’s of social media: content, capturing, conversion, conversation and community, will be considered to engage with the consumer. Awareness of American Apparel’s rejuvenation will be created by promotional strategies that aim to target their consumer. American Apparel’s decision to use mainstream channels such as print advertising gives the brand room to be more creative with its social media strategy.
Fig 49 Mills, N. American Apparel Facebook Mock Up 2. (2016).
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To initially create a connection with consumers, the brand will take to Facebook, Instagram and Twitter and delete any media posted by American Apparel and instead replace the feed with a singular image from the new campaign, simply captioned “We’re back in town”. The copy is confident and serious, and will catch the attention of both consumers and the media due to the brand’s current bankruptcy and advertising controversies. If we take for example YSL’s recent decision to delete the brand’s entire Instagram history upon Heidi Slimane’s departure: “the brand’s first bold move was to wipe the history of the Instagram account created under Mr. Slimane, leaving only a black and white portrait of the new chief designer” (Amed, I. 2016). It was a decision that grasped media attention and had people talking on a global scale. The deletion of American Apparel’s image histories and news feeds is symbolic of ‘wiping the slate clean’ and a clear indication of how serious they are about regaining their activist reputation as a brand – a message that will be the focal point of their social media platforms during this rejuvenation. This will capture the attention of consumers and lead them from the social media pages to a place American Apparel own, such as their website. On the website will be more information regarding American Apparel’s rejuvenation and their aims for making sustainable fashion commonplace. Both social media platforms and their website layout and designs will be changed on a quarterly basis in conjunction with trends in patterns and graphics. This is an exciting technique that will keep consumers interested the brand, and allows American Apparel to keep up to date with mini-trends in fashion while still being able to supply the consumer with a more sustainable wardrobe.
Fig 50 Mills, N. American Apparel Instagram Mock Up 1. (2016). Fig 51 Mills, N. American Apparel Instagram Mock Up 2. (2016)
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Over the course of the six-week rejuvenation of American Apparel, the brand will become more dominant on social media through the use of competitions and give-aways that will effectively communicate with existing consumers and will convert other early majorities to the brand. The results from primary research survey evidencing the consumer’s brand interaction makes it clear that social media is a crucial platform worth utilising to target them effectively. There will be a competition inviting consumers to ‘like’ American Apparel’s Facebook page and to share their campaign image for a chance to win a four-day trip to L.A. in 2017 for American Apparel’s 20th birthday, and 5 runners up prizes of £100 vouchers that are redeemable in-store. The trip to L.A. will include a tour of the American Apparel factory and a fully paid hotel for two people, something that is costly but will ultimately generate profit for the American Apparel as it helps strengthen their new reputation. The £100 vouchers will only be redeemable in-store, which is a catalyst for getting consumers through the door and generating word of mouth. Though the competition means spending money for American Apparel it is both motivation for current consumers and strong incentive for new consumers to interact with the brand.
A viral competition with one first place prize and five runners up prizes gives more people a chance to win and will raise brand awareness and give American Apparel a greater online presence. The aim is for American Apparel consumers to gain a sense of community from interacting with the brand. It is a brand passionate about supplying consumers that are shopping on the High Street a more sustainable wardrobe, with the minimal additional effort from the consumers themselves. The personal pleasure feeling from shopping at American Apparel will not only benefit the brand but will supply consumers with an incentive to shop at the brand.
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Fig 52 Mills, N. American Apparel Social Media Competition Mock Up. (2016). Fig 53 Mills, N. American Apparel Website Mock Up 1. (2016). Fig 54 Mills, N. American Apparel Website Mock Up 2. (2016).
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Packaging Though the garments at American Apparel aren’t changing, the way in which they are packaged can greatly influence consumers. New packaging can visually communicate new brand positioning and can “create the consumers perception of the brand. The perception created of a brand from packaging can set products a part from the competition and defines products” (Hanna, B. 2011). The packaging can heavily influence a consumer’s decision: “The consumer has the product in hand, the last thing to consider before making the purchase is the text on the packaging” (Hanna, B. 2011). American Apparel will benefit from taking trends into consideration when designing their packaging; though they are a brand that doesn’t buy into micro trends as much as other High Street retailers, it is still crucial that the consumer considers them to be on trend and fashionable for them to be able to compete with fast fashion retailers on the High Street. Websites such as WGSN and Vogue have predicted designs influenced by the Memphis Movement of the 1980s as a trend for 2016. Memphis inspired packaging will not only be aesthetically pleasing and easy to incorporate but also keeps American Apparel on trend, which will ultimately attract consumers. The Memphis trend will be the first trend to influence American Apparel’s packaging and swing tags, which will change quarterly or biannually to keep the brand on trend. Memphis designs are 80s inspired and loud, which not a look everyone wants to support through what they wear, designer and artist Justina Blakeney tells Vogue to “watch for Memphis-style pieces—geometric motifs and silhouettes and clashing bright colors” (Blakeney, J. 2016). The use of the trend within packaging and swing tags still supplies the consumer with the feeling of buying into a trend, but as a result, they get a more sustainable wardrobe with the timeless designs American Apparel offers.
Fig 55 Mills, N. American Apparel swing tag mock up. (2016).
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Fig 56 Mills, N. American Apparel tote bag mock up 1. (2016). Fig 57 Mills, N. American Apparel tote bag mock up 2. (2016). Fig 58 Mills, N. American Apparel tote bag mock up 3. (2016). Fig 59 Mills, N. American Apparel tote bag mock up 4. (2016).
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Made in the USA. That’s American Apparel.
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The USP The USP of American Apparel’s rejuvenation is that it offers the consumer a fashionable and on trend alternative to fast fashion on the High Street, without any additional effort from them. By keeping up with micro-trends through packaging design American Apparel offer consumers the best of both worlds: the satisfaction of buying into trends, but consumers also benefit a more sustainable wardrobe through the longer lasting designs of American Apparel’s garments; through both their timeless aesthetics and the quality of their U.S.A. manufacturing process. Unlike a number of sustainable brands, American Apparel can offer the consumer something different. American Apparel allows the consumer to not only maintain a fashionable and sustainable wardrobe at minimal additional expense, but the brand provides the consumer with the personal pleasure aspect of buying which can generate loyalty to the brand as“90 percent of shoppers worldwide are likely to switch to brands that support a good cause […] they want to feel like they are important, are a part of something, and have influence.” (Auerbach, P.A. 2015). American Apparel’s ‘for us, by us’ attitude will create a sense of community and increase brand loyalty, both for new and existing consumers combined.
Fig 60 Mills, N. American Apparel new ad campaign 1. (2016).
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The Future Success of American Apparel’s rejuvenation will be measured by an increase of the brand’s sales, as well as consumer’s attitudes on sustainability, and whether sustainability has taken a step in the right direction to becoming more of a mainstream choice on the High Street. Post rejuvenation, American Apparel will continue to embrace and supply consumers with micro-trends through their packaging aesthetics, and will continue to build on their online presence through interacting more with their consumers through social media. The increase of social media interaction from consumers will be incentive for American Apparel to create an app that will allow consumers to shop while on the go, a convenience that will increase sales for the brand. In 5 years, we hope to see American Apparel back at the forefront of social change and embracing their activist identity in supplying the High Street with a sustainable and stylish alternative to fast fashion. American Apparel’s rejuvenation will hopefully influence other retailers to take their own baby steps towards making sustainable fashion commonplace. “The process of sustainability impels the fashion sector to change. To change towards something less polluting, more efficient and more respectful than exists today” (Fletcher, K. 2015).
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Fig 60 Mills, N. American Apparel new ad campaign 2. (2016).
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Image references Fig 1 American Apparel, (n.d.). Shiny Figure Skater Dress. [image] Available at: http://store.americanapparel. net/en/shiny-figure-skater-dress_rsac392;jsessionid=0CCD4BA41E8EBCAC20A4627B28CEF0BB.aap-prd-dalapp-01-p-app1 [Accessed 30 Apr. 2016].
Fig 14 Honest By, (2014). Who? Where? How?. [image] Available at: http://www.honestby.com [Accessed 1 May 2016]. Fig 15 Mills, N. (2016). Chess Thomas-Wiseman Consumer Wardrobe Diary. [graphic image]. Fig 16 Mills. N. (2016) Arabella Sharpe Consumer Profile. [graphic image].
Fig 2 Anonymous Art of Revolution, (2012). This Planet Cannot Sustain This System. [image] Available at: http:// www.anonymousartofrevolution.com/2012/08/this-planet- Fig 17 Be An Unf*cker, (2016). World F*cking Wake Up cannot-sustain-this-system.html [Accessed 30 Apr. 2016]. Day. [image] Available at: http://beanunfucker.com/weekly-facts/ [Accessed 1 May 2016]. Fig 3 The True Cost, (2015). True Cost Banner. [image] Available at: http://truecostmovie.com [Accessed 30 Apr. Fig 18 Be An Unf*cker, (2016). So How F*cked Are We? [image] Available at: http://beanunfucker.com [Accessed 1 2016]. May 2016]. Fig 4 The Daily Star, (2015). Rana Plaza Aftermath. Fig 19 Rare Babe, (2014). Legalize L.A. [photograph] [image] Available at: http://www.thedailystar.net/frontAvailable at: https://rarebabe.wordpress.com/tag/ameripage/41-face-murder-charges-91069 [Accessed 30 Apr. can-apparel/ [Accessed 1 May 2016]. 2016]. Fig 5 The Huffington Post, (2016). Rana Plaza Disaster. [image] Available at: http://www.huffingtonpost.co.uk/ kate-richards/fashion-revolution_b_9744366.html [Accessed 30 Apr. 2016].
Fig 20 American Apparel, (2004). Meet Sophie. [image] Available at: http://www.highsnobiety.com/2015/10/07/ american-apparel-ads/ [Accessed 21 Mar. 2016].
Fig 21 American Apparel, (2004). Apres Ski. [image] AvailFig 6 Fashion Revolution, (2016). Who Made My Clothes able at: http://www.highsnobiety.com/2015/10/07/american-apparel-ads/ [Accessed 21 Mar. 2016]. Campaign Image 1. [campaign image] http://catmagazine.com.br/fashion-revolution-day-discute-nesta-sexta-feira-quanto-custa-a-moda/ [Accessed 30 Apr. 2016]. Fig 22 American Apparel, (2005). Safe to Say She Loves Socks. [image] Available at: http://www.highsnobiety. Fig 7 Fashion Revolution, (2016). Who Made My Clothes com/2015/10/07/american-apparel-ads/ [Accessed 21 Mar. Campaign Image 2. [campaign image] Available at: http:// 2016]. fashionrevolution.org [Accessed 30 Apr. 2016]. Fig 23 American Apparel, (2005). Playtime. [image] Available at: http://www.highsnobiety.com/2015/10/07/ameriFig 8 Hessian Magazine, (2016). Inside Hessian Magcan-apparel-ads/ [Accessed 21 Mar. 2016]. azine Issue 2. [image] Available at: http://dylanmcdonough.com/projects/hessian-magazine-issue-two-2 Fig 24 American Apparel, (2006). Micro Mesh. [image] [Accessed 1 May 2016]. Available at: http://www.highsnobiety.com/2015/10/07/ Fig 9 Hessian Magazine, (2016). Hessian Magazine Cov- american-apparel-ads/ [Accessed 21 Mar. 2016]. er Issue 2. [image] Available at: http://dylanmcdonough. com/projects/hessian-magazine-issue-two-2 [Accessed 1 Fig 25 American Apparel, (2008). Untitled AA ad. [image] Available at: http://www.highsnobiety.com/2015/10/07/ May 2016]. american-apparel-ads/ [Accessed 21 Mar. 2016]. Fig 10 Jigsaw, (2015). For Life Not For Landfill. [camFig 26 American Apparel, (2012). Now Open. [image] Availpaign image] Available at: http://www.creativereview. co.uk/cr-blog/2015/march/jigsaw-isnt-rubbish/ [Accessed able at: http://www.highsnobiety.com/2015/10/07/american-apparel-ads/ [Accessed 21 Mar. 2016]. 1 May 2016]. Fig 11 Welsby, C. (n.d.). Exploring Consumerism. [photo- Fig 27 American Apparel, (2013). Summer Basics. [image] Available at: http://www.highsnobiety.com/2015/10/07/ graph] Available at: http://chris-welsby.co.uk/Consumeramerican-apparel-ads/ [Accessed 21 Mar. 2016]. ism [Accessed 1 May 2016]. Fig 12 Unilever, (2013). Life Buoy. [image] Available at: https://www.unilever.com/sustainable-living/healthandhygiene/handwashing/ [Accessed 1 May. 2016].
Fig 28 American Apparel, (2013). Meet Trudy. [image] Available at: http://www.highsnobiety.com/2015/10/07/ american-apparel-ads/ [Accessed 21 Mar. 2016].
Fig 13 Branded Kulcha, (2013). Oscar Wilde On Consumerism. [image] Available at: http://www.southafricantvads.com/post/44286389199/oscar-wilde-on-consumerism [Accessed 1 May 2016].
Fig 29 American Apparel, (2014). Made in Bangladesh. [image] Available at: http://www.highsnobiety. com/2015/10/07/american-apparel-ads/ [Accessed 21 Mar. 2016].
Fig 30 American Apparel (n.d.) American Apparel:Â Made in the U.S.A 1. [campaign image] Available at: http://www. americanapparel.net/presscenter/ads/images/a9000/ type3/9474_Ad_Seven-120413.jpg [Accessed 1 May 2016].
Fig 48 Mills, N. (2016). American Apparel Facebook Mock Up 1. [graphic image]. Fig 49 Mills, N. (2016). American Apparel Facebook Mock Up 2. [graphic image].
Fig 31 American Apparel, (n.d.) American Apparel: Made in Fig 50 Mills, N. (2016). American Apparel USA Instagram the U.S.A. 2 [campaign image] Available at: http://blog.sf- Mock up. [graphic image]. gate.com/morford/2015/10/05/the-strange-demise-of-american-apparel/ [Accessed 1 May 2016]. Fig 51 Mills, N. (2016). American Apparel UK Instagram Mock Up. [graphic image]. Fig 32 American Apparel, (n.d.) Happy 4th of July. [campaign image] Available at: http://store.americanapparel.net/ Fig 52 Mills, N. (2016). American Apparel Social Media en/ [Accessed 1 May 2016]. Competition Mock Up. [graphic image]. Fig 33 The Body Shop, (n.d.) Look Good, Feel Good, Do Good. [campaign image] Available at: https://uk.pinterest. com/pin/291678513342751590/ [Accessed 1 May 2016]. Fig 34 Mills, N. (2016) Brand Positioning Map. [graphic image]. Fig 35 Mills, N. & American Apparel. (2016). Lets Put This Behind Us. [image]. Fig 36 Mills, N. (2016). Graphic Inspiration Moodboard. [image]. Fig 37 Mills, N. (2016). Colour inspiration Moodboard. [image].
Fig 53 Mills, N. (2016). American Apparel Website Mock Mock Up 1. [graphic image]. Fig 54 Mills, N.(2016). American Apparel Website Mock Up 2. [graphic image]. Fig 55 Mills, N. (2016) American Apparel Swing Tag Mock Up. [graphic image]. Fig 56 Mills, N. (2016). American Apparel Tote Bag Mock Up 1. [graphic image]. Fig 57 Mills, N. (2016). American Apparel Tote Bag Mock Up 2. [graphic image].
Fig 58 Mills, N. (2016). American Apparel Tote Bag Mock Fig 38 Mills, N. (2016). Photoshoot Inspiration Moodboard. Up 3. [graphic image]. [image]. Fig 59 Mills, N. (2016). American Apparel Tote Bag Mock Fig 39 Mills, N. (2016). Packaging Inspiration Moodboard. Up 4. [graphic image]. [image]. Fig 60 Mills, N. (2016). New Ad Campaign For American Fig 40 Tumblr, (n.d.). American Apparel Styling 1. [image] Apparel 1. [campaign image]. Available at: http://k-ayo.tumblr.com [Accessed 1 May 2016]. Fig 61 Mills, N. (2016). New Ad Campaign For American Apparel 2. [campaign image]. Fig 41 Instagram, (2015). American Apparel Styling by Yan Yan Chan. [image] Available at: https://www.instagram. com/p/0RzZpFp5RA/ [Accessed 1 May 2016]. Fig 42 Mills, N. (2016). New Ad Campaign For American Apparel 1. [campaign image]. Fig 43 Mills, N. (2016). New Ad Campaign For American Apparel 2. [campaign image]. Fig 44 Mills, N. (2016). New Ad Campaign For American Apparel 3. [campaign image]. Fig 45 Mills, N. (2016). Hessian Magazine x American Apparel Mock Up. [graphic image]. Fig 46 Mills, N. (2016). i-D Magazine x American Apparel Mock Up. [graphic image]. Fig 47 Mills, N. (2016) Smartphone Social Media Mock Up. [graphic image].
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