discussion 2

.docx

School

Southern New Hampshire University *

*We aren’t endorsed by this school

Course

501

Subject

Marketing

Date

Jan 9, 2024

Type

docx

Pages

2

Uploaded by SuperFang5036

Report
Hello Everyone, I chose to analyze American Apparel. I was becoming more aware of brands like this as they were at its peak failure. I don’t have much memory of it besides media references, so this was interesting to read. American Apparel TOWS Analysis Strengths: Lots of employees and retail locations. Factories operate within the United States. High quality resources and high quality products. Award winning CEO, brand, and marketing. Weaknesses: Unpredictable CEO. Unprofitable for more than five years. Sizeable, high interest loan. Overly provocative marketing. Opportunities Growth in international sales. Rapid expansion and upgrading of stores/retail centers. Four operating segments: wholesale, U.S. retail, Canada, international. S/O Marketing that targets international markets. Invest in American workforce and continue expansion of production. Expand international retail segment. W/O Divest from marketing that makes people uncomfortable and push away from the scandals of the CEO. Pivot the marketing to advertise specifically for each operating segment. Invest in best seller to ensure the continuance of quality. Threats: Decrease in sales in the fashion industry. Major loss of jobs and stagnant market. Failure to predict trends. Better funded competition and high costs. S/T Campaign the quality of the products to counteract the competition’s lower quality outsourcing. Survey and focus group diverse groups of employees and consumers to improve trend prediction. W/T Cut costs in a way that supports the foundational employees and can bring revenue back up. Create a specific target audience to market towards, moving away from relying on sex appeal. Advertise directly to current and past
customers to build a consumer base. References Mehta, A. (2016, April 4). American Apparel: Drowning in debt? https://file:///Users/paigekatz/Downloads/W16208-PDF-ENG.pdf
Your preview ends here
Eager to read complete document? Join bartleby learn and gain access to the full version
  • Access to all documents
  • Unlimited textbook solutions
  • 24/7 expert homework help