American ApparelTarget MarketLocation of Existing StoresSignificance of Store LocationsCont. Store LocationsAdvantages of American Apparel’s StrategiesDisadvantagesVirtual Tour of AA StoreWorks CitedAmerican ApparelAmerican ApparelAmy Hudspeth, Kevin Sullivan, & Amy Hudspeth, Kevin Sullivan, & Trevor CrostaTrevor CrostaTarget MarketTarget MarketYoung adultsYoung adultsFrom the ages of young teens to people From the ages of young teens to people in their low twentiesin their low twentiesThey also tend to target a higher income They also tend to target a higher income crowd as wellcrowd as wellLocation of Existing Location of Existing StoresStoresHas opened more than 150 stores Has opened more than 150 stores throughout the country in less than 3 throughout the country in less than 3 yearsyearsGenerally in untraditional retail Generally in untraditional retail neighborhoodsneighborhoodsFinds locations that most retail stores Finds locations that most retail stores wouldn’t even think of taking their wouldn’t even think of taking their business tobusiness toSignificance of Store Significance of Store LocationsLocationsThey want to find places where people can shop They want to find places where people can shop and still feel connected to their communitiesand still feel connected to their communitiesAmerican Apparel feels its store locations say American Apparel feels its store locations say as much about the brand as its clothing does as much about the brand as its clothing does Designers scout new cities by looking to where Designers scout new cities by looking to where the artists, kids and musicians are hanging out the artists, kids and musicians are hanging out They turn old locations that have significance or They turn old locations that have significance or great location to untapped communities into great location to untapped communities into unique storesunique storesCont. Store LocationsCont. Store LocationsSince American Apparel sets up every store Since American Apparel sets up every store interior different, they wanted to have each interior different, they wanted to have each store location cater to a slightly different store location cater to a slightly different audience as wellaudience as wellThey don’t always try to find the same kinds of They don’t always try to find the same kinds of neighborhoods and the same areas since not neighborhoods and the same areas since not all of their stores are the sameall of their stores are the sameThey prefer and try to stay away from locating They prefer and try to stay away from locating their stores in malls or even near themtheir stores in malls or even near themAdvantages of American Advantages of American Apparel’s StrategiesApparel’s StrategiesCaters to the people that will end up buying the Caters to the people that will end up buying the clothes instead of making them travel to a clothes instead of making them travel to a location away from their communitieslocation away from their communitiesMore often than not, it leads them to More often than not, it leads them to transitional or up-and-coming neighborhoods transitional or up-and-coming neighborhoods These stores at these locations often turn out These stores at these locations often turn out to be the first to open its doors in many years to be the first to open its doors in many yearsDisadvantagesDisadvantagesLess people coming through on a regular basis Less people coming through on a regular basis because they aren’t in common shopping, because they aren’t in common shopping, heavy traffic locationsheavy traffic locationsTakes longer to build business because of the Takes longer to build business because of the under the radar locationsunder the radar locationsSince every store is different, and every Since every store is different, and every location is different, people might be leary of location is different, people might be leary of shopping in neighborhoods where they are not shopping in neighborhoods where they are not used to having stores inused to having stores inVirtual Tour of AA StoreVirtual Tour of AA Storehttp://www.youtube.com/watch?v=ksjnhttp://www.youtube.com/watch?v=ksjnNmL1bGwNmL1bGwhttp://http://www.youtube.com/watch?vwww.youtube.com/watch?v==aoP_yoqwiWIaoP_yoqwiWIWorks CitedWorks CitedDiNardo, A (2006, December 4th). The DiNardo, A (2006, December 4th). The Anti-Brand. Retrieved February 4, 2007, Anti-Brand. Retrieved February 4, 2007, from Visual Store Web site: from Visual Store Web site:
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