American Apparel

1
American Apparel

• Amy Hudspeth, Kevin Sullivan, Trevor Crosta

2
Target Market

• Young adults
• From the ages of young teens to people in their
  low twenties
• They also tend to target a higher income crowd as
  well

3
Location of Existing Stores

• Has opened more than 150 stores throughout the
  country in less than 3 years
• Generally in untraditional retail neighborhoods
• Finds locations that most retail stores wouldnt
  even think of taking their business to

4
Significance of Store Locations

• They want to find places where people can shop
  and still feel connected to their communities
• American Apparel feels its store locations say as
  much about the brand as its clothing does
• Designers scout new cities by looking to where
  the artists, kids and musicians are hanging out
• They turn old locations that have significance or
  great location to untapped communities into
  unique stores

5
Cont. Store Locations

• Since American Apparel sets up every store
  interior different, they wanted to have each
  store location cater to a slightly different
  audience as well
• They dont always try to find the same kinds of
  neighborhoods and the same areas since not all of
  their stores are the same
• They prefer and try to stay away from locating
  their stores in malls or even near them

6
Advantages of American Apparels Strategies

• Caters to the people that will end up buying the
  clothes instead of making them travel to a
  location away from their communities
• More often than not, it leads them to
  transitional or up-and-coming neighborhoods
• These stores at these locations often turn out to
  be the first to open its doors in many years

7
Disadvantages

• Less people coming through on a regular basis
  because they arent in common shopping, heavy
  traffic locations
• Takes longer to build business because of the
  under the radar locations
• Since every store is different, and every
  location is different, people might be leary of
  shopping in neighborhoods where they are not used
  to having stores in

8
Virtual Tour of AA Store

• http//www.youtube.com/watch?vksjnNmL1bGw
• http//www.youtube.com/watch?vaoP_yoqwiWI

9
Works Cited

• DiNardo, A (2006, December 4th). The Anti-Brand.
  Retrieved February 4, 2007, from Visual Store Web
  site http//www.visualstore.com/index.php/channel
  /7/id/11242