American Apparel Worldwide

In this post we would like to show you, how American Apparel acts outside its home market. Generally it can be concluded that in different countries AA uses more or less the similar approach as in US, though struggling to strenghen the global brand. It uses sexual and provocative ads, amateur model without make up and photoshop, AA is promoting itself via product placement in popular local and global magazines and it tries to be asclose as possible to its consumers trhough communicating with them on the social websites.  But not everywhere it really works out to be successful. In some countries such marketing approach is quite successful and reaches target audience, but in other countries as in China AA failes in sending its unique message to customers. In other countries it is really appealing and enjoys high volumes of sales and popularity among youngsters, but fails with negotiating with authorities.
So, just look on some facts and you'll see how typical is AA in every country it operates in:

In Japan

• 1st store - 2005 (now 5 stores)+ e-commerce;
• Active promoting via fashion magazines, social media;
• Creative ads and photos received a lot of attention, and is frequently discussed on Japanese social networking sites and blogs;
• 2011 - 49% sales growth;
• Previous 80s pop style was replaced with a 50s-60s classic line up;
• Focus on women's products

 In China

• 1st store - 2008 (now 2 stores) + e-commerce;
• Active promoting via fashion magazines;
• Main message: "Made in the USA", sweatshop free, commitment to chinese community (pay above market rates for labor);
• Marketing strategy in China similar to the U.S. (ads in a range of publications: from glossy fashion magazines to metro weeklies);
• Generally failed ad campaign (AA failed to explain to Chinese consumers why they should pay much);
• Collaborating with Groupon.com to offer significant discounts to chinese consumers

In Brazil

• 1 shop in Sao Paulo (since 2008)+ e-commerce; 
• Active promoting via fashion magazines social websites (http://www.facebook.com/pages/American-Apparel-Brasil / http://twitter.com/#!/americapparelbr / https://ru.foursquare.com/v/american-apparel/4b6c48a8f964a520b82d2ce3);

AA's store in Sao Paulo

 In UK

AA's product placement in UK

• 18 stores since the 1st store in 2004 in London+ e-commerce;
• Rather strong standpoint and successfull expansion;
• Deep understanding of the brand by UK consumers;
• Successfull and popular marketing combination  (60% sexiness, 40% ethical awareness);
• 2008 - Label of the Year;
• 2010 - A series of website adverts by AA was banned: AA was told  not to use similar images as in US, which were exploitative of women or that inappropriately sexualised young women  =>loss of $86m (£54m) for AA
  

  

  AA's store in Manchester

In Germany

• September 2003- Düsseldorf office and offering T-shirts to the wholesale market. This office is now the center of our entire European wholesale business;
• 2004 - 1st retail store (now 9 stores) + e-commerce;
• AA has received much coverage in the German media and has been honored with design awards for its German ad campaigns;
• Active communicating with german customers though social websites (http://www.facebook.com/pages/American-Apparel-Deutschland/118135204909394);

In France

• 2005 - 1st store (now 12 stores)+ e - commerce;
• Targets young, stylish and savvy consumers;
• France has always been one of AA's strongest markets. The French people have repeatedly demonstrated their affinity for and understanding of American Apparel's fashionable basics philosophy;
• http://www.facebook.com/AmericanApparelFrance;
• participating in fashion events + fashion magazines

In Mexico

AA's product placement in Mexico City Monthly

• 2004 - 1st store + e - commerce;
• Fashion publications;
• Commitment to mexican community;
• Vintage clothing collection. 

In Israel

• 1st store in 2005 in Tel Aviv with focus on classic style
• + e-commerce
• AA has created increasing brand significance among Israeli shoppers through local media, and collaborations with television shows and films.

In Korea

• 2005 - 1st store in Asia;
• + e-commerce;
• Fisrt made -in -America  experiment proved to be a great success;
• Now 7 stores (5 in Seoul alone) 

In Australia - 3 stores in Melbourne,Adelaide and Sydney since 2008+ e-commerce;

In Netherlands - store in Amsterdam since 2006+ e-commerce;
In Sweden - 2 stores in Stockholm since 2007+ e-commerce;
In Italy - 1st store in Milan since 2007, 2nd and 3rd store later in Florence and Rome+ e-commerce;
In Austria - store in Vienna+ e-commerce;
In Belgium - store in Antwerpen + e-commerce