American Apparel

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Steve Raquel from: andrew wirtz subject: Assignment #1: American apparel brand analysis date: September 1, 2016

This document outlines an initial brand analysis for the American Apparel brand that I selected for Advertising 283. In this document, I will be providing a brief overview of the brand focused on the following sections:
• Brand Overview & History
• Key Product/Product Category
• Key Product Attributes
• Size of the Market
• 2015 Sales Figures
• Photos of Brand Fall 2016
• Product Advertising
• Competitors
• Personal Assessment of the Brand

Brand Overview & History
American Apparel is a vertically integrated manufacturer, distributor and retailer which was established in 1997 in Los Angeles. Praised for being Made in America and giving workers fair wages, American apparel prides itself on ethical manufacturing. The …show more content…
Shared media is highly effective.
• Tumblr: http://americanapparel.tumblr.com
• Pinterest: https://www.pinterest.com/americanapparel/

American Apparel has a had a controversial history with advertising. Despite having a founder who was sued for sexual harassment and critics saying they are overly sexualizing young women, the company has remained consistent in their advertising style, which gains interest as it is controversial. Images from American Apparel’s advertising archive and Times.

Competitors
According to a company research report, American Apparels main brand competitors are:
• The Gap
• Urban Outfitters
• H&M
• Everlane

Personal assessment of the

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