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