Knights Apparel In an industry often viewed with disdain by workers rights groups over a stigma of outsourcing‚ sweatshops and an overall lack of concern for worker’s rights‚ one company now seemingly stands alone as a beacon of hope. In 2005‚ Knights Apparel CEO‚ Joseph Bozich‚ set out to do something unheard of in the global apparel industry‚ he committed himself and the resources of his company to prove that an apparel company could make a profit while simultaneously improving the lives of its
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Target Market American Apparel promotes a provocative‚ physical‚ natural‚ appealing look. They believe with this look they have achieved the attention of the younger generation. “Our provocative‚ real‚ unpretentious aesthetic has struck a chord with today’s young trendsetters‚ and has drawn us an intensely loyal following” meaning the company’s target market focuses on the younger generation‚ ageing from teenagers to young individuals (aged 18 – 25) as seen in their advertisements below. We believe
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Brand Positioning American Apparel itself wants to be seen as a stylish‚ no-factory‚ domestically made brand‚ inferring from its headline “Fashionable Basics. Sweatshop Free. Made in USA.” The company also wants to be seen as a socially and environmentally conscious brand that sells high quality knitwear with a simple design aesthetic. American Apparel will continue to target a large‚ diverse market of young urbanites that see themselves as unique instead of as part of a generic‚ mainstream
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American Apparel’s current advertising campaign by discussing: segmentation strategy‚ target market selection‚ and positioning strategy as well as brand image. American Apparel was founded on passion‚ built on ethics‚ and advertised with sex. Montreal-born Dov Charney determined that there was an unfulfilled need in the apparel market for American-made tshirts and other cotton basics that could appeal to all types of people‚ thus founded the company in 2003 and became the largest garment manufacturer
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American Apparel Dov Charney is the CEO and founder of American Apparel. He was born at the Jewish General Hospital in Montreal. His dad‚ sister‚ and half sister were born there as well‚ and three of his four grandparents have died there. His father‚ Morris Charney is an architect and his mother‚ Sylvia Charney is an artist. Dov got his start in Gr. 12 at Choate Rosemary Hall where he was studying his two favourite classes ethics and American History. During
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American Apparel - Economic Information American Apparel was worth almost $1 Billion in late 2007 (~$996Million)‚ but lost over a billion dollars‚ now being in a debt of $262 Million. This year‚ American Apparel filed for Chapter 11 Bankruptcy Protection‚ and is still having an ongoing case. They are currently losing. From 2010 to 2014‚ American Apparel’s debt increased by approximately 35%. Between 2012 and 2013‚ their debt increased by 25% alone. The company’s total assets have decreased by
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S.W.O.T for our competition- American Apparel Strengths: Their profitable idea is the plain T-shirt which never goes out of style and is something everyone has or wants. This makes their store have a wide range for many different demographics making it appeal to a huge amount of customers. They also have a very creative mission statement and are a very loyal brand. Weaknesses: They have a very young CEO who has already been accused of sexual-harassment within the company numerous amount of
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CONSUMER PROFILE American Apparel have a cult status worldwide for sexy‚ guilt free clothing which wont fall apart or cost a bomb. The American Apparel consumer profile is a young‚ sexy‚ gritty‚ metropolitan type. Dov Charney aims his company towards “metropolitan adults” he says “Our customers are educated‚ sophisticated‚ creative types who adapt to economic dislocation. They don’t own cars. They don’t own stocks. They probably don’t have a lot of dependants. They don’t have a lot of savings
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Passion and Innovation for the Apparel Industry. That’s American Apparel. CONSUMER PROFILE Maddison Kain 25/03/2013 CONSUMER PROFILE Maddison Kain 25/03/2013 AMERICAN APPAREL CONSUMER PROFILE DEMOGRAPHIC American Apparel is a relatively “young” fashion line that caters for the 20-30 age bracket‚ with a largely female skew‚ however they have a diverse range that caters for the growing male market—who are becoming more and more “fashion conscious” in an age where merchandise rules who’s
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American Apparel is a clothing manufacturer‚ distributor and retailer based in Los Angeles‚ California. Founded in 1989 by Canadian entrepreneur‚ Dov Charney‚ the company functions as a vertically integrated manufacturer that creates and develops their own advertising and branding campaign. American Apparel stresses the importance of mandating and promoting labour policies that reject clothing manufactures in sweatshops (AmericanApparel.net). First‚ this section of this paper will illustrate that
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