MAnagement Summary The purpose of this research paper is to understand to what extent our chosen brand America Today has remained true to its mission statement and core values. Research has been conducted throughout different channels such as brand and collection analysis, interviews and internet research. America today started in 1989 with a store in Amsterdam in which customers could find American brands such as Levi’s, Wrangler and Converse that were either difficult to find or very expensive due to customs fees. Later on, to diversify their USP’s, they added their own clothing line, still inspired by the American lifestyle and culture. The brand’s mission is to bring confidence and make its customers feel empowered through their clothing. According to their website, the brand’s vision is a place where fun and quality join forces. Additionally, they value being independent while still being connected to one another, seeking a community feeling. The latest collection, Fall Winter 2020, is composed of 81% with products of America’s Today own line, while the remaining 19% is other brands such as Levi’s, Wrangler and Calvin Klein. As mentioned by their own employees, the collection does not get released all at once, but rather staggered. For instance, when the collection dropped, they mostly released autumnal garments such as joggers, shirts and sweaters. As winter approaches, they proceed to release heavier garments such as winter jackets. On the other hand, the most selling garments are released together at the beginning in order to be instantly available to customers.
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