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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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