International Marketing

Do you remember what American Apparel is worldwide?
Look again.

So what American Apparel is for the Russian market?

. . . 

International Marketing Strategy should be tuned to Russian customers.

Formula:
[American Apparel unique marketing campaign + adaption to Russian mentality and differences in perception]


Plan of adaption.

I. No "Legalize Gay" campaign.

"American Apparel believes in freedom, expression and equality

American Apparel believes that sexuality should be celebrated, not condemned.

With many of our employees and customers identifying as gay, lesbian, bisexual or transgendered, we are a company that is vocal about our support for the protection of gay rights."

(c) from AA official site.

For Russia it is not an easy social problem to discuss. Russians are known for not being tolerant. Such a campaign can ruin brand image.

II. Immigrants issue.

Evidently, immigrants play an enormous role.

Nearly half of the top 50 venture-backed firms in the country were founded at least in part by an immigrant, according to a new study by The National Foundation for American Policy. Expanded to include key management personnel, the portion of the top young companies headed by foreign individuals hikes up to 74 percent.

(c) from AA official site.

This issue is not actual for Russia. Perception of immigrants in Russia differs a lot.

American cultural peculiarities and history of the country itself show great importance of immigrants.

"The contribution of immigrants can be seen in every aspect of our national life.

We see it in religion, in politics, in business, in the arts, in education, even in athletics

and in entertainment. There is no part of our nation that has not been touched

by our immigrant background."

John F. Kennedy

President of the United States

While in the USA a significant portion of immigrants place high positions and make business, immigrants in Russia mainly represent sweatshop - hard work for little money without any favorable conditions.

We are afraid that American Apparel campaign for immigrants can ruin the brand perception and will not gain any significant results in terms of profit - immigrants are not our target group.

III. Shop in the street VS. Shopping center.

American Apparel officially states that "shop in the street" is the only right concept for this brand. it facilitates creating special atmosphere and ease following corporate style.

Russian market is quiet a new experience for American Apparel. Russian customers in big cities are tend to go shopping in huge shopping molls.

Thus we suggest to rent significant premises in the shopping center in order to provide more space inside and be able to design showcases in a corporate style.