Studio Brief 01, Logotype - Fast Fashion?

I recently read an article titled "How American Apparel Lost America's Youth" and it gave me insight on how American Apparel were as an image before their downfall.

However after reading the article, it made me realise that my initial idea of re-branding American Apparel's logo to more represent their clothing line might not be the best way to rejuvenate the brand. It is the apparel itself that was one of the main problems for its downfall. It does not connect with today's fast fashion thinking youth. Brands like H&M, ZARA, Topman and ASOS spearhead this fast fashion movement. The article suggests to re-brand the company in a way reflects the current culture and that means doing away with my idea of bright colours and demographic specific typeface.

I could look into how these brands market themselves. Look into their shops and compare them with the design of American Apparel and look at the clothes they sell. Looking at how specific American Apparels demographic is.