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Current AA Attributes vs What Consumers Feel

Sweatshop-free, environment-friendly, globalism, quality basics, equality, diversity, and creativity are the current attributes that American Apparel, according to their website, feel their consumers value. However, I discovered that American Apparel consumers actually feel otherwise.

 
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What people feel about American Apparel

 
 
 
 
 
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I asked people what their impressions of American Apparel were; low quality and overpriced were the top responses I got. Even though nearly 1/3 of them have never shopped at American Apparel before, they associated low quality with American Apparel because of their cheap store appearance, old advertising style, and lack of identity basics.

https://storify.com/kroessler/american-apparel-s-store-layout

https://storify.com/kroessler/american-apparel-s-store-layout

 
 
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Back to Brick and Mortar

What macro trend says

Many successful companies invest in physical retail and use it to connect with their consumers. In the future, we will see retailers create new operating models that are less focused on their store vs. the web and more focused on creating experiences through technology and integration.

Nike Space Camp http://0-www.stylus.com.library.artcenter.edu/ytbhzc

Nike Space Camp http://0-www.stylus.com.library.artcenter.edu/ytbhzc

 

What people say

 
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Advertising style

Direct flash is the photography style American Apparel has been using for their advertisements since the beginning. It has a 70's punk rock look and feels like amateur photography. American Apparel ads also invoked a voyeuristic feeling by using sexually provocative poses. When these advertisements are stripped away of their sexually provocative poses however, what remains are amateur looking ads that give off the impression of low apparel quality.

https://www.esquire.com/style/mens-fashion/g2442/american-apparel-ads/

https://www.esquire.com/style/mens-fashion/g2442/american-apparel-ads/

http://www.americanapparel.com/

http://www.americanapparel.com/

1. With sexual provocative pose

2. Without sexual provocative pose

 

When looking at other basics apparel companies, I discovered that all of them have a professional look and feel. Their photography either promotes minimalism or lifestyle.

 
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SWOT Analysis

 
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New American Apparel

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New Audiences

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Style Opinionators (innovators)

Style opinionators know what clothes look good on them. They don’t believe name brands can elevate their social status. Instead, they believe their temperament and their style sense can maximize the cloth's value. Because they usually buy basic t-shirts, they care about details, cloth quality, shopping experience, and brand reputation.

 
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Young Urban Creative (EARLIER ADOPTERS)

Young Urban Creative (Yuccie) is a slice of Gen Y. Yuccie is between the yuppie and the hipster. They want to be rich, but they want to be rich through technology and their creativity. They care about living ethically and believe that they can make the world a better place.

 
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New Competitors

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Eco friendly casual style

http://www.mystatesman.com/rf/image_medium/Pub/p8/Austin360/2017/04/27/Images/newsEngin.18541495_2017_02_22_DOMINGO_DRESS_WHITE_036.jpg

http://www.mystatesman.com/rf/image_medium/Pub/p8/Austin360/2017/04/27/Images/newsEngin.18541495_2017_02_22_DOMINGO_DRESS_WHITE_036.jpg

https://www.papercitymag.com/wp-content/uploads/2017/09/reformation1-1024x683.jpg

https://www.papercitymag.com/wp-content/uploads/2017/09/reformation1-1024x683.jpg

Responsible fashion

http://3nw94z2pgadc432nw33p8qg5.wpengine.netdna-cdn.com/wp-content/uploads/2016/02/Vetta_Cara_02.jpg

http://3nw94z2pgadc432nw33p8qg5.wpengine.netdna-cdn.com/wp-content/uploads/2016/02/Vetta_Cara_02.jpg

https://www.vettacapsule.com/

https://www.vettacapsule.com/

Active lifestyle hybrid

http://3nw94z2pgadc432nw33p8qg5.wpengine.netdna-cdn.com/wp-content/uploads/2016/02/Vetta_Cara_02.jpg

http://3nw94z2pgadc432nw33p8qg5.wpengine.netdna-cdn.com/wp-content/uploads/2016/02/Vetta_Cara_02.jpg

https://fashionista.com/.image/t_share/MTQ4OTY3MTkxNDIzNzU1OTU1/outdoor_voices_aspen_draper_white_04.jpg

https://fashionista.com/.image/t_share/MTQ4OTY3MTkxNDIzNzU1OTU1/outdoor_voices_aspen_draper_white_04.jpg

 
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Positioning Matrix

OPPORTUNITY 1

 
 
 

OPPORTUNITY 2

 
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10 Year Road Map