American Apparel Brand Book

Competition Analysis
Competitors such as, Fruit of the Loom and Hanes are both also going
for the simple look. Urban Outfitters are going for the youthful target that
American Apparel is trying to reach in most of its advertisements.
Fruit of the Loom is focusing on having happy individuals, start happy.
They want their message to be about positivity and that shows in their
advertisements. Although they are half naked just like in some of American
Apparels advertisements, they aren’t provocative and sexual. They
use color to lighten the brand to be fun and energizing, while AA is very
black and white in their website.
Hanes Brands works on several apparel brands that are strong market
competitors. They believe in basic apparel for everyday looks in inner and
active wear. They believe in social responsibility and taking care of the
environment by making clothing out of plant based products, such as
cotton. There look is very generic since it is a company with many different
brands in it. However, all their brands are very simple and colorful just
like Fruit of the Loom.
Lastly Urban Outfitters is turning into a big fad because of its “hipster”
looks. The company is operated all over the world including the United
States. It has items for men, women, and household. It recently just
became a number one seller of vinyl in the United States. It has several
brands including anthropology which is a high end brand for people of
this generation. There is no real backlash on Urban Outfitters, other then
some of the items they sell are controversial which they most of the time
pull from their items to sell if they are too risky. This company is very
limiting to what their message is of fashion of our time and keeps with the
modern look and feel of what todays teens to young adults want to wear.
They also make it sexy but fun and not too sexualized. American Apparels
brand has too many clients going from older people to young adults
to children that its hard to focus on who to sell to.
RESEARCH | REBRANDING AMERICAN APPAREL | PAGE
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