1

2

Defining the problem

• Goal: Increase American Apparel's revenue  • Advertising objective:

• Target market not aware of company's social responsibility

• Campaign will communicate American Apparel's positive practices

• Increase sales by environmentally conscious consumers

 

3

Current situation

• Strengths• Strong corporate culture • Vertically integrated

operations • Accurate and responsive

order processing• Well-designed

compensation programs • Weaknesses

• Marketing and advertising done in-house

• CEO Dov Charney

• Opportunities• Online worlds• Video games • Social media

• Threats• Foreign clothing manufacturers• Current economic conditions

4

Current situation

• Main competitors• Hanesbrands, Inc.• Fruit of the Loom

• American Apparel message strategy• Minimal message• Provocative images

5

Target Audience

Demographics• 16 to 24 years old• Urban areas on the

East and West Coast• High school or college• Reference group of

opinion leadersPsychographics• Restless, hip crowd • Scream “Look at me!”

without saying anything.

• Living for the moment• Rebellious and

unbranded

6

Brand audit survey 

• American Apparel preferred to competitors Hanesbrands and Fruit of the Loom with a 60% preference rate

• 38.2% of sample see American Apparel as environmentally responsible

• 41.2% as politically active• 29.4% as socially responsible

 

 

7

• Show American Apparel’s green side!• Communicate the company’s socially and environmentally

responsible practices • Create a buzz among current and future consumers• Reinforce American Apparel's slightly misunderstood brand

image• Facts:

• American Apparel has created thousands of jobs that have stayed in the country

• Workers in Downtown LA factory paid twice the going minimum wage rate

• Receive full family health care plans, productivity bonuses and subsidized meals

• "It’s about taking care of the people who are taking care of the company“ (CEO Dov Charney)

Positioning Strategy

8

Benefit, Tone, and Feeling

• Main benefit for consumers• Consumers will feel good knowing they are buying from an

environmental friendly and socially responsible company• This will make the consumer feel socially responsible and

environmentally friendly as well• Tone and feeling for advertising campaign

• The ideal person to deliver the message would be someone who fits the description of the target audience 

• An educational and slightly humorous appeal would work best to convey the message

9

Thank You!

Any questions or comments?