Communication channels

We are going to use several advertising means for promoting American Apparel in Russia. And we decided to slightly differentiate marketing campaigns for two our segments as long as both segments see not exactly the same values in AA’s product (it was mentioned earlier).

First of all, we will use internet recourses as long as our both target audiences are young, fashion and active people, who spend a lot of time browsing the internet:

·  Creating on our official web-site (americanapparel.com) a section for Russian market. Here our customers can find all information about our stores, news, clothes and accessories, as well as shop in the internet store.

·  Creating and promoting “American Apparel in Russia” group in the biggest Russian social network vkontakte, as well as in Facebook.

·  Creating our blog at the popular web-site lookatme.ru.

·  Contextual advertising in search engines and social networks.

Second, very important and effective communication tool is placing advertising in fashion journals (e.g. Vogue, Elle, GQ, etc.). As most of the readers of such journals are young metropolitan people, which want to distinguish themselves through closing, we want to use this mean of advertising for our second group at the age of 19-23.

Third, we are going to use TV to reach our target audience: co-branding with showmen of Mtv, Muz-Tv (media-persons famous among our 14-18 age segment). Young people seek for social integration and thus willing to copy someone or wear popular fashion, so famous people will be perfect role models. Also, we will use product placement in reality shows which are popular among youngsters. As we decided, “Vocations in Mexico” is very good example of such shows.

Finally, billboards are a good communication tool to make teasing campaigns as well as to reveal our brand. As soon as we heat interest of our customers, we can use revealing billboards to tell everybody about our brand, country of origin and exceptional quality, which is distinguishing us from our competitors.

 

Group	Communication Channels
Youngsters of 14-18 years old	internet recourses, TV (co-branding with showmen, reality shows), billboards
Young metropolitan adults at the age of 19-23	internet recourses, fashion journals, billboards