Why American Apparel?

American Apparel is one of the quickest growing companies in popularity among college aged shoppers.  
They are a very fresh, and very liberal corporation with a young and talkative CEO. They use high wages and benefits for workers, using the least environmentally damaging chemicals and processes, and offering great products at a reasonable price.  


American Apparel has been universally recognized for its manufacturing of basic knitted wear, thanks to the creator of the company Dov Charney, who is passionate lover of all the simplest in clothes. 
The company aims to become a leading producer of fashionable, edgy “basics” marketed to a young, urban demographic.
American Apparel is a manufacturer, distributor, and retailer of men’s, women’s and kids apparels and accessories. The company’s key products and activities include the following:

• Products:

Casual wear

Apparels and accessories for men and women

Apparels for kids

Sweaters

Denim

Jackets

• Activities:

Knitting

Dyeing

Sewing

Photography

American Apparel business card.

Business card.

Group Participants:

• ·         Belashova Alina
• ·         Chermakova Olesja 
• ·         Drozdov Ilya 
• ·         Korenkova Alexandra
• ·         Ulzutuev Evgeniy
• ·         Vorobyev Dmitry

Target Company:

• American Apparel is a company that operates the largest garment factory in the United States.

Key Factors:



Type: Public
On the web: http://www.americanapparel.net
Employees: 11,300
Employee growth: 13.0%


Sales(2010): $533.0M
One year growth: (4.6%)
Net income: ($86.3)M

Chairman and CEO: Dov Charney
Acting President: Thomas M. (Tom) Casey
EVP and CFO: John J. Luttrell

Product line:

• Clothes for women & men
• Clothes for Kids & Babies
• Accessories
• Jewelry
• Eyewear
• Watches
• Leather
• Multibrand
• Vintage

Key Factors:

• American Apparel is a vertically integrates manufacturer, distributor and retailer based in Los Angeles, California.
• 10,000 employees around the world, with first store opened in 2003 now the company has 285 retail stores in 20 countries
• All processes happen in firm’s own facilities: modeling, knitting, dyeing, cutting, sewing, photography, marketing, distribution and design
• One of the fastest-growing companies in the USA
• American Apparel products are of outmost popularity among young people around the world
• Marketing strategy of American Apparel is a distinctive feature of the brand; marketing campaigns are provocative and appealing

Target Market:

·        Russian Federation (Moscow and Saint-Petersburg)

Prospects for internationalization:

• Internet communities have provided great popularity to American Apparel
• Young fashion-addicted people are already aware of the brand
• Customers are bothered to find out the ways of buying American Apparel products by different sources
• Price and quality range responds to low-medium and medium class requirements
• A few identical clothes brands are represented in the Russian market, so the market is not saturated and has a significant growth potential