In a recent Mintel presentation on Consumer Trends for 2010, there was an emphasis placed on the concept of Balance, and specifically our need to find balance between the low-end necessities we purchase and those few indulgences we still allow ourselves despite the recession- because we’re only human after all.
Right?
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. (more…)
