Brand Marketing Analysis Project

T6

Luisa Colón, Ben Kvisler, Thomas Laurent, Jenna Modi, Alex Yip

Agenda

ProductWhat do they sell?

What is their position on a perceptual map?

PlaceWhere are they located?

Where can you buy American Apparel?

PriceHow are their prices compared to competitors?

Are they expensive?

PromotionHow do they interact with their customers?

How do they promote their brand?

• 499 styles of clothing

• Seasonal styles

• Find complete outfits

What Can You Buy At American Apparel?

American Apparel is for “Everyone”

• Combined target approach• Clothing and accessories for

women, men, and children

• Company’s perception• Clothing for more than

just the average college student

American Apparel: Attention-Grabber

• Eye-catching vibrant colors

• Fully-stocked and organized

138 Newbury Street 330 Newbury Street

• Locations are in trendy, fashion-forward areas

• Not competitive but complementary

Two Stores Within Five Blocks

All Over the World

• Stores in 20 countries• 273 in the U.S.

• Headquartered in downtown Los Angeles

• Multiple websites• Each targets different geographic segments

• Americanapparel.com• Americanapparel.net

High Price

Low Price

Low Quality High Quality

American Apparel’s Positioning

“They’re So Expensive!”

• Tweet when celebrities are seen wearing American Apparel attire

• Tweet about store hirings/openings

• Tweet about promotions in stores and online

#TeamAmericanApparel

americanapparel.tumblr.com• 20-150 reblogs/likes

• Subscribers: 2,270• Upload Views: 1,688,877

Likes on Likes on Likes

• All operations under one roof

• No sweatshops

• Employees paid well

• How does this appeal to customers?

Controversial Advertising

• Minimalist style

• Use edgy political statements

• “Sex sells”

• Ads found in fashion magazines

Is American Apparel Branding Successful?Company Consumer

• Modern, trendy, cool, chic

• Reasonably priced

• All-American

• For everyone

• Same style perception

• Expensive

• Good quality

• For younger women and men