Client: American Apparel
1. Client and Product Service
American Apparel manufactures and distributes wholesale and retail clothing for men, women, and
children from its factory in Los Angeles, California. The company was founded by Dov Charney in 1997,
and currently has more than 225 retail locations in the United States. The company attributes 22 percent of
sales for 2007 to international operations in more than 15 countries in Europe, Australia and Southeast
Asia. American Apparel makes logo-free shirts and pants for all types of people. The majority of the
clothing is unisex, and the company uses images of males and females in the same garment to advertise on
its Web site. The clothing line’s variety stems from a wide range of material and color selection rather than
constantly changing styles and pattern designs. American Apparel’s designs are form-fitting and
comfortable, for all seasons, year-round. The company believes in sweatshop-free garment manufacturing
and takes pride in being an American industry. It is known for treating workers well, offering wages of up
to $19 per hour, which pays an average employee $25,000 per year. Currently, the company has up to 1,000
employees. American Apparel holds a strong stance on subjects such as immigration and gay marriage.
Between 2003 and 2007, sales increased by 47 percent. In 2007, American Apparel’s sales were more than
$387 million. The company is noted for having a 3 percent profit increase among its declining competition.
Ad mandatory: © 2009 American Apparel. All rights reserved.
2. Target Audience
The target audience is boys ages 8 to 14, ranging from third to eighth grade. They are interested in
having basic, comfortable clothes that fit well. They enjoy playing outdoors and look for clothes that can be
worn at school and after for recreation. These are curious kids who are interested in the latest trends,
technology, sports and being outside.
There is also a secondary target audience that comes with most products that are being sold to kids—
parents. Basic and consistent clothing styles make shopping simple and easy time after time. Moms look
for clothing that’s functional for their kids to wear on a daily basis.
3. Product Benefit
The American Apparel hoodie is hip and comfortable.
4. Current Brand Image
Basic, form-fitting apparel
5. Desired Brand Image
To reinforce the current brand image at American Apparel, while targeting to a younger audience. The
commercial needs to look cool in order to assure older customers (college-aged) that American Apparel
still has its edge. 6. Direct Competition
Fruit of the Loom, Hanesbrands, Urban Outfitters, Fast Retailing, Forever 21, The Gap, Gildan Activewear,
Guess?, H&M, Jockey International, Russell Corporation, VF, Windsong Allegiance 7. Indirect Competition
Any other clothing store is indirect competition. An economic factor influencing competition is that
American Apparel garment costs are slightly above average because they are produced in the United States.
An American Apparel hoodie sells for $24-$30.
8. Ad Goal
To create awareness of American Apparel’s clothing line for younger kids.
9. Strategic Message
To equate this hoodie with a comfy, fully-functioning fit and trendy style.
10. Supporting Benefits
Feature Benefit
Hood: It looks cool, covers/protects your head, keeps head warm.
Pockets: You can put things in them, keeps hands warm.
Zip-up: Easy to take on and off, can be worn fully zipped or unzipped for more breathability.
Drawstring: on hood: customize the fit of the hood to your head, hood stays on head
Made in USA: help build upon the economy you live in