Tuesday, August 24, 2010

American Apparel

Last week I noticed an article in the National Post on the front page that American Apparel is nearing bankruptcy. The author of the article and retail professionals suggested that the brand needs to revamp itself in order to survive. I was very interested in this news  as I’ve always had a love/hate relationship with American Apparel.

My relationship started before the first American Apparel store opened in my hometown of Ottawa, Ontario. As a fresh faced fashion school grad I definitely applied and was so excited to get a call for an interview! As much as I can remember (as this was eons ago) the interview was fairly normal until the end when they (two hipster girls) told me they would need to take a Polaroid of me so that “they can remember who I am.” Really huh? You can’t remember me by the words you write down? It wouldn’t have anything to do with how I look, would it? Anyways, I felt like I was at a casting call. But it really didn’t surprise me because after all, in the fashion business IMAGE IS EVERYTHING. Although if your image is totally confusing and all over the place, it doesn’t work.


American Apparel (AA) started with two basic fundamental ideas. That they would sell basics (tees and underwear) and that they would manufacture those in the U.S.A  But you can only market your company as selling basics in the U.S. for so long. So what did they do? They asked their models to take off their pants and spread their legs.


Ok fine, so AA decided to go with provocative marketing. But sexy provocative can only go so far before it’s not provocative anymore. So what’s the next step? Woody Allen as a Rabbi of course!



You know what else is provocative? Lawsuits! And lots of ‘em!

So maybe after all the sexual harassment lawsuits, Dov Charney (founder of AA and recipient of said lawsuits) might have decided to not focus so much on nude models but on the fashion instead! UGLY FASHION! Because I mean, who doesn’t want to buy harem pants, high-waisted pleated pants and shiny disco dresses at about 80 bux a pop!?




Apparently not enough people. SHOCKING!

Also mentioned in the National Post article was AA’s new image approach to help save them from bankruptcy. So for some reason they went with PREPPY! Oh yes, now you can have your very own AA piqué polos and Oxford style long-sleeve button up!



So anyways, in conclusion is my advice to AA:

  • Take a page from Gap. About 5 years ago, after years of bad sales, The Gap was in trouble. I believe they realized that selling basics only goes so far. The Gap re-shuffled their management and designers and seem to be back on track.
  • Fire whoever thought harem pants were a good idea.
  • You make too much shit. Streamline! You don’t need to sell nail polish, shirts for dogs, towels, water bottles and so on...
  • Put your image on the backburner for a bit and focus on making quality, attractive and fashion-forward clothing!
In conclusion to my conclusion, you shoulda hired me bitches!
Love,
L.A.M.M.

1 comment:

  1. I commented but it got lost!

    I just said that I wish AA wasn't so douchy and full of hipsters, but I ♥ their undoes and tees.

    ReplyDelete