American Apparel and its brand character has always been about cheap clothing that is comfortable. There has been a recent change in the character, as it is now targeted towards the trendy. Even the store is displayed in such a way that pulls away from its origin. They are now charging more expensive prices for new products, such as jeans, hoodies, and other items, which now promotes their brand as totally different then before. I feel that who ever wears the brand believes themselves to be very modern or stylized, which can be true, but not necessarily good. Overall, the brand has moved from comfort to style.
Trendy
4 comments:
The reason why it's so expensive to buy a plain piece of clothing is because of the organic materials used as well as higher wages for laborers since their factories remain within the States.
I do not think American Apparel is for a target audience who solely wants to looks stylish while feeling comfortable because you can get that at many others retailers.
What American Apparel does that differentiates from the rest is offer the consumer piece of mind in that he/she knows that they are purchasing a piece that above all else is sweatshop free.
what sarah said is completely right,
American Apparel stands for human rights, not only no logo, trendy clothing. I've been a client of theirs for years, and i dont mind spending more money to ensure the clothes i wear were made ethically
I remember a time American Apparel used to be about wholesale sweatshop free t-shirts, and although that stance has been maintained, it seems they've recently boosted up their style and image. More interestingly, they've created a somewhat subtle yet extremely sexual persona. check out the photo albums on their site, also has anyone seen the big poster above the yonge and dundas store? (in short, its legs and ass in tights).
I always thought that American Apparel was known for the fact that their clothing was made in U.S. factories, not just for being comfortable. I do agree that they've taken a step towards providing more "in style" clothing, however i don't think it changes their initial strategy of producing simple, logo free clothes that are not made in sweatshops.
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