American Apparel - 1
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 fashion culture. By highlighting a diverse offering of classic fashion pieces in a variety of unique colours, cuts and styles, American
Apparel offers a fashionable alternative to the same-old department store look. Additionally, it also wants to be perceived as a versatile and stylish brand for everyone everyday, that anyone can attain the American Apparel look of ingenuousness. 5 Examples of the Brand’s Visual Expression
Products
American Apparel is famous for producing basic, solid-colour cotton knitwear such as t-shirts and underwear, but lately has expanded—to include leggings, leotards, tank tops, vintage clothing, dresses, pants, denim, nail polish, bedding and accessories for men, women, children, babies and pets in various prints and colours. Their garments have no logos or ornamentation, not a single flourish or bauble. Distinction comes from an array of colours that now includes fluorescents and from slim to sexy cuts that attract young buyers and allow the humble cotton garments to serve as something greater—core elements of a fashion wardrobe.
American Apparel prides itself in covering a large number of products and styles, from basic t-shirts to deep v-neck dresses. The large coverage demands visual distinction, to make the consumer’s choice easy, all while upholding the company’s brand positioning.
American Apparel’s products would definitely be firstly described as products with a design aesthetic that is artless. Still,
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 fashion culture. By highlighting a diverse offering of classic fashion pieces in a variety of unique colours, cuts and styles, American
Apparel offers a fashionable alternative to the same-old department store look. Additionally, it also wants to be perceived as a versatile and stylish brand for everyone everyday, that anyone can attain the American Apparel look of ingenuousness. 5 Examples of the Brand’s Visual Expression
Products
American Apparel is famous for producing basic, solid-colour cotton knitwear such as t-shirts and underwear, but lately has expanded—to include leggings, leotards, tank tops, vintage clothing, dresses, pants, denim, nail polish, bedding and accessories for men, women, children, babies and pets in various prints and colours. Their garments have no logos or ornamentation, not a single flourish or bauble. Distinction comes from an array of colours that now includes fluorescents and from slim to sexy cuts that attract young buyers and allow the humble cotton garments to serve as something greater—core elements of a fashion wardrobe.
American Apparel prides itself in covering a large number of products and styles, from basic t-shirts to deep v-neck dresses. The large coverage demands visual distinction, to make the consumer’s choice easy, all while upholding the company’s brand positioning.
American Apparel’s products would definitely be firstly described as products with a design aesthetic that is artless. Still,