American apparel
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American Apparel wants to increase revenue by promoting its social responsibility practices to its target market of 16-24 year olds. A brand audit found that only 38.2% see the company as environmentally responsible. The positioning strategy is to "Show American Apparel's green side!" by communicating how it has created US jobs with good benefits and pays workers twice the minimum wage. The campaign aims to create buzz and reinforce the brand image while making consumers feel socially responsible by buying from a sustainable company.
American apparel
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- 2. 2Defining the problemGoal: Increase American Apparel's revenue Advertising objective:Target market not aware of company's social responsibilityCampaign will communicate American Apparel's positive practicesIncrease sales by environmentally conscious consumers
- 3. 3Current situationStrengthsStrong corporate culture Vertically integrated operations Accurate and responsive order processingWell-designed compensation programsWeaknessesMarketing and advertising done in-houseCEO Dov Charney OpportunitiesOnline worldsVideo games Social mediaThreatsForeign clothing manufacturersCurrent economic conditions
- 4. 4Current situationMain competitorsHanesbrands, Inc.Fruit of the LoomAmerican Apparel message strategyMinimal messageProvocative images
- 5. 5Target AudienceDemographics16 to 24 years old
- 6. Urban areas on the East and West Coast
- 7. High school or college
- 8. Reference group of opinion leadersPsychographicsRestless, hip crowd
- 9. Scream “Look at me!” without saying anything.
- 10. Living for the moment
- 11. Rebellious and unbranded6Brand audit survey American Apparel preferred to competitors Hanesbrands and Fruit of the Loom with a 60% preference rate
- 12. 38.2% of sample see American Apparel as environmentally responsible
- 13. 41.2% as politically active
- 14. 29.4% as socially DzԲ
- 15. 7Positioning StrategyShow American Apparel’s green side!
- 16. Communicate the company’s socially and environmentally responsible practices
- 17. Create a buzz among current and future consumers
- 18. Reinforce American Apparel's slightly misunderstood brand image
- 19. Facts:American Apparel has created thousands of jobs that have stayed in the countryWorkers in Downtown LA factory paid twice the going minimum wage rateReceive full family health care plans, productivity bonuses and subsidized meals"It’s about taking care of the people who are taking care of the company“ (CEO Dov Charney)
- 20. 8Benefit, Tone, and FeelingMain benefit for consumersConsumers will feel good knowing they are buying from an environmental friendly and socially responsible companyThis will make the consumer feel socially responsible and environmentally friendly as wellTone and feeling for advertising campaignThe ideal person to deliver the message would be someone who fits the description of the target audience An educational and slightly humorous appeal would work best to convey the message
- 21. 9Thank You!Any questions or comments?