For this Studio Brief, I chose to re-brand American Apparel. They were once a brand commonly seen on high streets all over the world but has now recently filed for bankruptcy. Despite being only Article 11 under US bankruptcy law, it still highlights the fact that they are a failing company that needs to re-invent itself to regain the allure it once had. Furthermore their brand image is tarnished by the controversies created from the over sexualised adverts and the infamous scandals ex-CEO Dov Charney was known for.
This had led to a general distaste from the public towards the brand hence the declining sales.
On the plus side, American Apparel pride themselves on producing all their garments in America, providing fair wages for their workers and being environmentally sustainable. These are qualities of a company were relatively unheard of during the time at which American Apparel was established. Especially for a clothing company. However by having these qualities, they raise the prices of their clothes. It alienates their customer base and questions whether or not their clothes are worth the price point.
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