I designed the logo/ tagline using American Apparel’s

signature aesthetic. It’s simple, using bold black letters,

and clearly advertises the store and what merchandise

is being focused on. Their taglines are often short

statements or words, so I stuck with this idea simply

using the words “get active.” The weight in the upper

right corner reinforces the active wear theme as well as

American Apparel’s signature colors: red, white, and

blue.

This fixture resembles ones

seen often in American Apparel

stores with the use of a white

wire grid. In order to incorporate

the athletic theme, the top and

bottom of the fixture are made to

look like dumbbell weights. The

fixture would display up to 36

pairs of socks by hanging them

from the wires.

For the point-of-purchase items, I choseAmerican Apparel’s striped socks andtheir nylon gym bags. Both of theseitems are part of their active wearcollection, so they fit in with marketingtheme. Also, they are both simple piecesand they come in a wide variety ofcolors, which are two staples of theretailer. These pieces could be greatsellers since they are cheaper than mostof American Apparel’s merchandise, andthe customer can match them to the restof their active wear ensemble as theywait to checkout.

This bust form ties in with the active wear

theme while still representing the brand,

American Apparel. The American flag is

painted onto the form to express the season’s

theme colors and the patriotism the retailer is

known for. The dumbbell weight at the bottom

of the stand is seen throughout the campaign,

keeping the athletic feel alive.

For the window display, I chose a simple design to allow the mannequins and

their movements to stand out. The three mannequins are all doing various

stretches and move slightly back and forth in each stretch. The mannequin on

the right is lifting a weight, which is an item used throughout the campaign. All of

the mannequins are only wearing pieces from American Apparel’s active wear

collection, including running shorts, sports bras, leggings and a tank top. They

are also all wearing the unisex tennis shoe in white. All items of clothing in the

window are consistent with the red, white, and blue color scheme. In the top, left

hand corner, there is a decal of the logo with the tagline reading “Get Active.” The

store name is underneath in order to easily promote the retailer and make the

season’s theme very clear to people passing by. For the proscenium, I chose to

outline the whole window in red, white, and blue stripes to further convey the

message of patriotism of the U.S., something American Apparel is known for and

proud of.