American Apparel Brand Image Depends On Good Products.

AA is cleaning up the mess left by its predecessors and taking over the notorious brand is not easy.

Now that there are three big moves, though the battle with Charney is not over yet, it is obvious that AA really wants to be good at the moment.

This month alone, AA passed an injunction against Charney through the court, announcing that Charney had previously said that it was nonsense to reclaim its controlling power.

The result is that Charney accuses the former company of cheating, defamation and emotional oppression.

Then AA would never show weakness. It responded that Charney called the staff "Philippines pig" and pointed the gun at the head of the employee, and secretly stored the sexual scenes with the models and employees.

The story of love killing is simply not exciting.

However, AA, once the fastest growing clothing manufacturer in the history of the United States, should focus on its flagging sales.

At the end of 2014, after the new CEO Paula Schneider took office, AA entered a comprehensive rectification.

I was afraid that the AA advertisement was exaggerated than that of A&F. The pparent silk stockings, bare buttocks and too tight clothes were full of sexual hints.

This part comes from the former's own preferences, partly because sexy marketing has been really good.

But AA, who has not yet made a profit after 2009, has realized that too sexy brand names will only remind people of the bad habits of their best predecessors.

The company's revenue fell 6% in 2014 to $609 million.

In recent days, AA has launched a revival plan, which has positioned itself as "a strong brand of social awareness, providing quality American products to consumers and maximizing the interests of shareholders".

The plan will lead AA into the new market, and it expects itself to become a brand of $1 billion in sales.

In order to achieve this goal, AA shifted the positioning of "vulgar advertisement" to "refinement", and also reduced the product category, and extended the target customer's age to 60 years old.

except

Stores

It will also change.

AA T - shirts and other products are sold well, while the men's pullover is sold well, but it costs the cost and space of the women's market, and management thinks it shouldn't be too much.

Good products should be matched with other clothes, so that other clothes can also be sold.

Instead of using discount and clearance methods, it will damage your brand image.

Schneider now divides the customers into three categories: high school girls, light mature women and party girls. Unlike predecessors, she does not want to interfere in the design of brands, as long as designers know who they are making for them.

At the same time, AA also designed 50 men's clothing, trying to test the water in the new field.