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American Apparel

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C/FC/250. American Apparel's branding strategy

WORDS:
1950
DATE:
2011
PRICE:
19.99 GBP

The paper looks at the new fashion brands introduced by American Apparel (AA) to target the border between Generation X and Generation Y consumers. AA background is described, their advertising policy is analyzed discussing AA image of integrity and social corporate responsibility, and its role in the fashion industry.

 

KEYWORDS: American Apparel, branding, fashion,

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C/M/1378. American Apparel: Recommendation for Brand Extension into Deodorant, Fragrance and Cosmetics Market

WORDS:
6000
DATE:
2010
PRICE:
69.99 GBP

The paper examines the possibility of the American Apparel’s (AA) expansion into the deodorant, fragrance and cosmetics market. The company’s background is described, their situation analysis is conducted identifying the strength and identity of their brand, target market and competitive advantage. The issues of brand development are addressed suggesting specific brand communications and values of AA that can be successfully transferred to their new fragrance and cosmetics products.

 

KEYWORDS: American apparel, brand extension, fragrance and cosmetics market,

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