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This project may not reflect the views or plans of American Apparel

 
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The Rise

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.

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https://commons.wikimedia.org/wiki/File:American_Apparel_Factory_HQ_-_panoramio.jpg

 
 
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The Fall

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.

 
 
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Current American Apparel Status

 
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AUDIENCES

Past: Urban hipsters

Now: Loyal customers

 

DISTRIBUTION

Online retail, Wholesale

(Closed all physical retail in 2017)

 

PRODUCTS

Womenmenkinds, 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.

 
 

Research and Strategy

Identity System

Pop-up Experiences

American Apparel Website