There's a really cool article in the latest issue of Fast Company magazine on American Apparel and the image it's trying to portray. http://www.fastcompany.com/magazine/126/sex-vs-ethics.html
American Apparel is known for being environmentally friendly -- but the article maintains that the company has moved to a "much bigger customer base that may not know a thing about where or how the company's products are manufactured," and that current image is "soaked in youth and sex." I would think that the racy ads support American Apparel's brand – given that the demographic it states it is trying to capture is a generation of youths rather than a niche segment of environmentally conscious consumers.
I like the quote by Charney where he said that its better to appeal to people's self interest, rather than to mercy. I don't know how true that is, but it sounds good
American Apparel amuses me so much, I used to think they just used models of healthy normal weights but after more than a few dressing room experiences and observing others it hit me: their clothes just make you look 20lbs heavier.
I don't know if the sexiness of their ads will be a problem for the brand ultimately, but the fact that their designs are not especially flattering on any body types and the materials used tend to cling to any possible pocket of fat ... might
The ad campaign for American Apparel definitely caters to a skinnier rock and roll hollywood customer. Although the brand has cheap items, I don't think it appeals to a woman who wears a size 14 or a man that has a waist size of 38-42. Does it undermine its customers, not really, because its catered to a specific customer not all consumers.
American Apparel from my personal point of view is driven on the "sex sells" approach to marketing. I read another article specifically about Charney and it highlighted his "sexual freedom" with his female employees. Ultimately i think the ads can be interpreted differently by different consumers. ita all about how you look at them.
the ads come across as sleazy w/a high ick factor. a very clear case of middleage-male-w/young girl-issues.
can't bring myself to buy their product.
not even the Obama shirts which moveon is selling.
too bad.
he had the opportunity to be visual maverick
and elevate his ad campaign to the level of his
fair work/made in the US practises
7 Total
June 4, 2008 at 12:04pm by Saabira Chaudhuri
There's a really cool article in the latest issue of Fast Company magazine on American Apparel and the image it's trying to portray.
http://www.fastcompany.com/magazine/126/sex-vs-ethics.html
American Apparel is known for being environmentally friendly -- but the article maintains that the company has moved to a "much bigger customer base that may not know a thing about where or how the company's products are manufactured," and that current image is "soaked in youth and sex." I would think that the racy ads support American Apparel's brand – given that the demographic it states it is trying to capture is a generation of youths rather than a niche segment of environmentally conscious consumers.
June 4, 2008 at 1:13pm by Rip Empson
It would only undermine the brand if its customers reject it, right? And it's hard to imagine that happening.
June 4, 2008 at 2:59pm by Mei Than
I like the quote by Charney where he said that its better to appeal to people's self interest, rather than to mercy. I don't know how true that is, but it sounds good
June 5, 2008 at 7:48am by Marianne Bellotti
American Apparel amuses me so much, I used to think they just used models of healthy normal weights but after more than a few dressing room experiences and observing others it hit me: their clothes just make you look 20lbs heavier.
I don't know if the sexiness of their ads will be a problem for the brand ultimately, but the fact that their designs are not especially flattering on any body types and the materials used tend to cling to any possible pocket of fat ... might
June 11, 2008 at 3:52pm by Jeremiah Walker
The ad campaign for American Apparel definitely caters to a skinnier rock and roll hollywood customer. Although the brand has cheap items, I don't think it appeals to a woman who wears a size 14 or a man that has a waist size of 38-42. Does it undermine its customers, not really, because its catered to a specific customer not all consumers.
September 1, 2008 at 7:33pm by EL Johnson
American Apparel from my personal point of view is driven on the "sex sells" approach to marketing. I read another article specifically about Charney and it highlighted his "sexual freedom" with his female employees. Ultimately i think the ads can be interpreted differently by different consumers. ita all about how you look at them.
September 21, 2008 at 4:23pm by Dara Wishingrad
the ads come across as sleazy w/a high ick factor. a very clear case of middleage-male-w/young girl-issues.
can't bring myself to buy their product.
not even the Obama shirts which moveon is selling.
too bad.
he had the opportunity to be visual maverick
and elevate his ad campaign to the level of his
fair work/made in the US practises