Comments on: Value + Versatility = Individuality http://www.sterlingbrands.com/blog/2009/11/value-versatility-individuality/ Mon, 31 Oct 2011 16:34:20 -0400 http://wordpress.org/?v=2.8.2 hourly 1 By: john http://www.sterlingbrands.com/blog/2009/11/value-versatility-individuality/comment-page-1/#comment-363 john Thu, 19 Nov 2009 16:35:19 +0000 http://www.sterlingbrands.com/blog/?p=310#comment-363 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. 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.

]]> By: todd http://www.sterlingbrands.com/blog/2009/11/value-versatility-individuality/comment-page-1/#comment-301 todd Tue, 17 Nov 2009 05:21:16 +0000 http://www.sterlingbrands.com/blog/?p=310#comment-301 American Apparel exploits women. And the owner, Dov Charney, is real scumbag. American Apparel exploits women.
And the owner, Dov Charney, is real scumbag.

]]>