Marketing Strategy Of American Apparel Essay

1527 Words Oct 17th, 2016 7 Pages
American Apparel is a fairly new company that spread very fast. Based out of Los Angeles with Canadian heart, American Apparel was here to stay with fashion and accessories for women, men, children, and babies. By 2014, the company had 10,000 employees and operated in 246 retail stores in 20 countries. It is what happen to American Apparel in the previous year that is the surprised everyone. American Apparel had a business model that very few company had. With a mission to offer great quality without using cheap sweatshop or exploiting workers is one of the factors that made American Apparel different. Their growth strategy was focused on enhancing the number of stores, building a good online platform, buying new merchandise for consumers and creating strong information systems to support its operations. American Apparel differentiated itself from competitors by having a unique design, advertising and branding, speed to market, quality of products and broad appeal to consumers of various demographics. Its marketing strategy was extremely sexually provocative which led to strong brand recognition among the world’s young.
Strengths & Weaknesses
American Apparel had one very powerful strength. They were different from their competition and people noticed that. That is one of the reasons why the company was successful so quickly. They had a unique style, clothes made in the United States and unique marketing strategy. Another strength is their CEO; Mr. Charney had a…

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