The Success of American Apparel in New Zealand
Running Head: SUCCESS OF AMERICAN APPAREL IN NEW ZEALAND
Opportunity for American Apparel to Thrive in New Zealand
Christina Strader
Ashley Taylor
Business Communication
Spring, 2009
Prepared for Professor Tonya Riney
Table of Contents
Abstract3
Figure 13
Opportunity for American Apparel to Thrive in New Zealand4
Analysis of the Current U.S. Market4
Presence of the Young Adult Market4
Characteristics of the Millennial Generation 4
Expenditures of Under 25 Consumers4
Identifying the Urban Consumer5
American Apparel Thrives in Mid-Sized Cities5
Population of U.S. College Students5
Strategic Placement in University Towns5
Students Prefer Food Away From Home5
Percentage of Nightlife for University Town Storefronts6
Figure 26
Analysis of the Proposed New Zealand Market6
Presence of the Young Adult Market6
Characteristics of the Millennial Generation 6
Expenditures of Under 25 Consumers7
Figure 37
Identifying t Andhe Urban Consumer7
American Apparel Thrives in Mid-Sized Cities8
Population of New Zealand College Students8
Strategic Placement in University Towns for Alcohol Consumption8
Students Prefer Food Away From Home8
Percentage of Nightlife for University Town Storefronts9
Conclusions9
Recommendations9
References10
Abstract
New Zealand provides American Apparel a gateway into a growing retail market in the Pacific Rim. American Apparel targets a youth market that is prevalent and growing in the urban centers of New Zealand. American Apparel is a unique clothing retailer that targets metropolitan young adults. Universities in New Zealand are growing at a high rate, where Auckland, New Zealand’s business centers are overtaken by young adults pursuing college educations (Euromonitor International, 2009). The high percentage of young adults combined with high university enrollment will support the fashionable yet affordable American Apparel. This is highlighted by New Zealand’s strong economy, growing cities, and
Opportunity for American Apparel to Thrive in New Zealand
Christina Strader
Ashley Taylor
Business Communication
Spring, 2009
Prepared for Professor Tonya Riney
Table of Contents
Abstract3
Figure 13
Opportunity for American Apparel to Thrive in New Zealand4
Analysis of the Current U.S. Market4
Presence of the Young Adult Market4
Characteristics of the Millennial Generation 4
Expenditures of Under 25 Consumers4
Identifying the Urban Consumer5
American Apparel Thrives in Mid-Sized Cities5
Population of U.S. College Students5
Strategic Placement in University Towns5
Students Prefer Food Away From Home5
Percentage of Nightlife for University Town Storefronts6
Figure 26
Analysis of the Proposed New Zealand Market6
Presence of the Young Adult Market6
Characteristics of the Millennial Generation 6
Expenditures of Under 25 Consumers7
Figure 37
Identifying t Andhe Urban Consumer7
American Apparel Thrives in Mid-Sized Cities8
Population of New Zealand College Students8
Strategic Placement in University Towns for Alcohol Consumption8
Students Prefer Food Away From Home8
Percentage of Nightlife for University Town Storefronts9
Conclusions9
Recommendations9
References10
Abstract
New Zealand provides American Apparel a gateway into a growing retail market in the Pacific Rim. American Apparel targets a youth market that is prevalent and growing in the urban centers of New Zealand. American Apparel is a unique clothing retailer that targets metropolitan young adults. Universities in New Zealand are growing at a high rate, where Auckland, New Zealand’s business centers are overtaken by young adults pursuing college educations (Euromonitor International, 2009). The high percentage of young adults combined with high university enrollment will support the fashionable yet affordable American Apparel. This is highlighted by New Zealand’s strong economy, growing cities, and
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