American Apparel Analysis 2

Topics: Clothing, Retailing, Los Angeles Pages: 2 (420 words) Published: July 4, 2010
Amercian Apparel
-largest clothing manufacturere in the US. It is a vertically integrated clothing manufacturer, wholesaler, and retailer that also performs its own design, advertising, and marketing. It is best-known for making basic cotton knitwear such as T-shirts and underwear, but in recent years it has expanded - to include leggings, leotards, tank tops, vintage clothing, dresses, pants, denim, nail polish, bedding and accessories for men, women, children, babies and dogs.

-Who is the customer/ target market: specifically young adults, people of all ages

-company background: founded in Montreal, Quebec
In 2000 American Apparel moved into its current factory in downtown Los Angeles where it continued to grow primarily as a wholesale business, selling blank T-shirts to screenprinters, uniform companies and fashion brands. -After its success as a wholesale brand, the company moved into the retail market. The company was ranked 308th in Inc.'s 2005 list of the 500 fastest growing companies in the United States, with a 440% three-year growth and revenues in 2005 of over US$ 211 million.

-demographics:
-10000 employees
52% female, 48% male, median age if 25yrs
-154 LA, 52 NYC, 17 Canada, 14 London, South America, Europe, Australia, Isreal, Japan, South Korea, China

why they are successful or ways to do better: Company is known for cutting-edge advertising and product branding. Its “Made in Downtown LA” oeartion contributed to significant brand awareness and a cult status worldwide. American Apparel uses a vertically integrated business model which minimizes the use of sub-contractors and offshore labor. Knitting, dyeing, sewing, photography, marketing, distribution, and design all happen in our facilities in Los Angeles -competitors: Competition for the clothing store industry includes department stores, discount stores, and Internet and catalog retailers -Fruit of the Loom

-Urban Outfitters
-Hanesbrands
-SWOT
S: -not to outsource its...
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