The hallmarks of fashion brand American Apparel have always been “Fashionable Basics. Sweatshop Free. Made in the USA.” To this I’d like to add: And Super Fun to Buy.
It is a wonderful thing when a brand stands up against the horrible practices of sweatshops around the world, declaring itself as truly American-made so appropriate labor-laws can be maintained whilst the product is manufactured. But You know and I know that it is American Apparel’s position as the number-one go-to source for apparel layering basics that keeps anyone age 35 or under as loyal to and almost dependent on the brand. American Apparel recognizes the increasing desire for consumers to ‘self-brand’ using apparel as the expression of their own brand.
Beyond being a top source for simple frocks, plain tees, tube socks and body suits, the company continually provides new innovations- whether it be ten ways to wear one particular item or fun new patterns for items you’ve previously purchased. The monthly turnaround of new product offerings encourages shoppers to make routine visits and even those who are simply replacing their yearly supply of cotton underwear will most likely be roped in by a new, intriguing scarf, which is also a belt, which is also a headband.
The price-point may be a little higher for a hooded sweatshirt at American Apparel than at larger, mass-market stores, however, that hooded sweatshirt is well-made, soft, features the trendiest color or pattern of stripes, and is the perfect punctuating accompaniment to your skinny jeans and hound’s tooth tank. It is also still on the cusp of affordability for a young shopper, whose clothing budget may be limited by income. By creating staple pieces that can be mixed and matched, American Apparel encourages and capitalizes on consumers desire to be creative through combination, their thirst for individuality by design.
An outfitter such as the Gap may also equip you with the essentials in layering basics, but there is little inspiration in how to incorporate items into your existing wardrobe. While many of the items sold at American Apparel may also be found elsewhere, the colorful and creative difference in presentation, the displays illustrating the versatility of each product, the pleasant experience of attractive and un-intrusive sales clerks, the VIVA RADIO filling your ears with eclectic music, the mix of day-to-day items with flashy and fun nightwear, the fact that all these basic items are grouped together in one store– all encourage more time spent in-store while mixing and matching and ultimately purchasing more goods. It’s hard to imagine experiencing a personal fashion renaissance in the sterile sock aisle of most department stores. Furthermore, there isn’t a pre-manufactured sense of style at American Apparel. The store serves more as a blank slate that caters to shoppers from all walks of life and lifestyle, whereas a competitive casual-wear outlet such as American Eagle has a decidedly preppy lean.
The experience of shopping at American Apparel is also something that can be easy and fun to share. Often times shoppers, particularly young women, will come to the store and shop for coordinating outfits for dance class, sporting events, or for rocking their Saturday nights away. American Apparel is one of the few stores where two women could pick up the same item, match it with three other items or accessories and walk out with completely different outfits—virtually eliminating embarrassing ‘twin’ moments at parties.
By creating an easy and inspiring shopping experience and offering products that are affordable, easily remixable to create a multitude of outfit options, and maintaining excellent quality so each item outlives several seasons of passing trends, American Apparel maintains itself as a bastion for individuality in an ocean of pre-conceived ready-to-wear.
Rochelle Fainstein
Tweet this | Tags: American, apparel, casual-wear, department store, experience, Gap, individuality, positioning, retail, self-brand, shoppers, value, young
American Apparel exploits women.
And the owner, Dov Charney, is real scumbag.
the aa phenomenon is more about societal guilt than anything else. it’s not the skinny strung out looking hipsters or the half nude indie rocker wannabe models in the ads that are selling the clothing. it’s the sweatshop-free mantra that is the driving force behind this brand.
aa’s founder simply saw that people were willing to pay more money for a product if it assuaged their guilt about how their lifestyle exploited others not as fortunate. it’s become a way for those who are able, to feel good about paying $18 for a t-shirt. a kind of confessional and penance all in one shopping experience.
the clothing itself is nothing special; the sizing and fit is largely inconsistent and the quality is average at best. even though your clothing is really be no different than the guy who bought his from target, you can relax knowing that you are more socially conscious and morally superior than he, and therefor, a better person. and that is where the brand value lies.