Branding and advertising

·                    American Apparel designs, creates and prints its own advertisements.

·                    Advertising campaigns are mainly its provocative, controversial and sexual, inspired by American Apparel’s founder and current CEO Dov Charney. For example company used porno stars and half – naked its own labor in its ads, and so far its ads were banned in a number of countries.

·                    T-shirts prints are considered as part of advertising brand;

·                    Company actively uses online advertising; 

·                    American Apparel images often display imperfections and asymmetrical features, even using models without make up and Photoshop processing;

·                    Majority of the models are amateur, chosen from the streets and are usually recruited by Dov Charney himself, and they are usually rather skinny and so – called "cocaine-chics".

Dov Charney also actively relies on the main policies of the company in promoting its brand, i.e. treatment of the employees, company’s attitude toward immigration laws accompanies company’s advertising campaigns. American Apparel also launched the Legalize Gay campaign. Moreover company also actively promotes itself as company that doesn’t outsource to other countries to cut costs.