Marketing Analysis for American Apparel

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Problem Statement American Apparel whom once used to be the Situational Analysis: American apparel is the largest clothing manufacturing company in the U.S. The company has initially specialized in cotton-knit wear yet it has gradually developed the interest for leotard, leggings and other vintage-inspired clothing. The company was founded in 1989 by Dov Charney. Charney was born in Montreal, Canada however he was fascinated by the American culture. In 1991, he started designing T-shirt using the name of American apparel. With the expansion of their sales and popularity, the company sub-contracted Sam Lim and moved the company to Los Angeles. The stores are usually situated in North America and Europe, however, its currently expanding…show more content…
As a result, changing the target market to eighteen (globally legal age for election) to twenty-three years old, post-secondary school students, concentrating on females, but as well as males would be a superior alternative for American Apparel. Selecting a new target group will lead American Apparel to promote its products more effectively, since there are numerous different ways that the brand can appeal the consumers through. Advertisement on post-secondary school newspapers School newspapers, which students can subscribe for free, are the objects that can easily reach students’ attention all the time. Plus, newspaper advertising is one of the most efficient ways to publicize what the companies can offer to their consumers.Because newspapers is such a great opportunity to promote the brand, American Apparel may use school newspapers to grasp its new target market by providing cut-off coupons and other deals through the advertisement on school newspapers. By doing so, the brand will be able to gain attention from its new target group post-secondary school students and benefit them by offering some attractive deals. This action will not only appeal the current consumers, but also it will allow American Apparel to gain new customers. Social Media: Facebook and Twitter Integrated marketing communication incorporates with one of the elements in Marketing Mix, promotion. Among all of the
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