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American Apparel’s a perfect fit for its customers all year long
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Feature American Apparel’s a perfect fit for its customers
all year long In its two-plus year existence, American Apparel has proven it isn’t afraid to buck a trend or two. American Apparel is a manufacturer and retailer of clothing for men, women, children and dogs. The company has consolidated every stage of production under one roof at its 800,000 sq.ft. downtown Los Angeles, CA factory, from the cutting and sewing to the photography and marketing. This system has allowed the company to respond quickly to market demands because it doesn’t have to outsource to local or developing-nation manufacturing centers. The company’s independence also allows it to respond to customers’ feedback immediately because there is no middleman transferring the information to it. The company boasts the largest garment factory in the country, as it employs more than 3,000 people at one location. It also has the capacity to produce more than 210,000 t-shirts per day. To ensure its customers’ time at American Apparel is a good one, the company makes sure its stores are decorated vividly. While each store is decorated differently, there is one common denominator; lots of bright colors and imaginative designs. The company wants to make sure its customers don’t feel like they’re in just any apparel store. With that in mind, the stores are decorated with antiques, framed artwork and old editions of magazines, such as Newsweek plastered on the walls. Televisions are also scattered throughout the stores, which show documentaries and slide shows on the company. The DVD’s are switched constantly so customers are viewing something new every time they visit the stores. Some of the clothing items American Apparel sells are t-shirts, short and long-sleeved, collared shirts, tank tops, jackets, shorts, pants and underwear for men; the same items plus swimwear for women; skirts, dresses, shorts, t-shirts and tank tops for children and ribbed t-shirts for small to medium-sized dogs. American Apparel also sells accessories like scarves, wristbands, headbands and socks. In the gifts department, duffle bags, nylon blankets, robes and tube socks are available. The company’s clothing line is not branded and contains no logos. The company just relies on its strong social appeal and confidence in the quality of its clothes to push its product. Customers cannot only purchase these items at American Apparel’s retail stores, but on the company’s website as well. Also on American Apparel’s site is a spot for customers to give feedback, whether it’s a complaint or praise. In exchange for customer feedback, American Apparel will sometimes offer special promotions. Customers who provide their mailing address may be sent a sample item before it hits the shelves and will be added to the company’s catalogue list. Shoppers can also sign up for the American Apparel Newsletter through the website. Anyone who signs up will receive news, exclusive offers, invitations and will get a first look at the company’s latest styles. The company also takes pride in its year-round clothing line. Rather than offer certain types of clothing during particular parts of the year, American Apparel keeps all of its items available. The apparel retailer is continuously coming out with new styles and colors to keep its selections fresh. The company’s top priorities are quality and fit and it often turns to its customers for feedback and ideas. It is committed to making clothing that people love to wear. American Apparel operates 74 locations nationwide and internationally. The apparel stores occupy spaces of 3,000 sq.ft. to 3,500 sq.ft. in university settings and urban/downtown areas. Growth opportunities are sought throughout the existing markets during the coming 18 months. For more information, contact American Apparel, Inc., 747 Warehouse Street, Los Angeles, CA 90021; 213-488-0226, Fax 213-488-0334; Web site: www.americanapparel.net. For more information regarding expansion throughout the Northeast, contact Bill Grad, Aries, Deitch & Endelson, Inc., 110 South Central Avenue, Hartsdale, NY 10530; 914-949-2800, 914-949-2424. |