This project may not reflect the views or plans of American Apparel
American Apparel began as a small T-shirt company that was founded by Dov Charney in 1989. In 2005, the company was ranked as 308th in Inc.'s 2005 list of the 500 fastest growing companies in the United States. “Made-in-USA” and “Sweatshop-free” USP had helped American Apparel become one of the favorite brands for hipsters.
However, consumer behavior soon changed and American Apparel failed to evolve. With the combination of a horrible brand image along with rapid growth of retail footprint, American Apparel hasn't made a profit since 2009.
Current American Apparel Status
Past: Urban hipsters
Now: Loyal customers
Online retail, Wholesale
(Closed all physical retail in 2017)
Women, men, kinds, and pets apparel
The goal of this project is to identify the future market space and create a unique brand experience that will enable American Apparel to get back into business.