American Apparel • The business that started out in 1997 finally went bankrupt in January 2017 bought by a Canadian Apparel company who focus on whole sale, for $88 million. ‘The courts recently ruled that AA founder and former CEO Dov Charney will never be able to regain control of the company he first started’ http://www.highsnobiety.com/2016/02/17/american-apparelhistory/ https://www.theatlantic.com/business/archive/2017/01/american-apparelgildan/513128/ • The retailer began to open branches in many American neighbourhoods however they lacked research for these areas and stores began to fail, reports the Los Angeles Times. http://www.latimes.com/business/la-fi-american-apparel-stores-20170118-story.html
American Apparel Strengths They were known for their ‘Made In America’ slogan which made customers believe the authenticity of the brand, also the fact that they were very against the use of sweat shops attracted consumers with the same ethical beliefs. Opportunities To try and sell on line rather than in stores, as they have already had to close their high street stores due to bankruptcy. The designers could increase their range of garments in order to attract more/other customers. Weakness’ Their garments don’t offer many unique designs, all pieces were designed in a very simple way with a lot of ‘one size’ descriptions. Threats Threats are every other retailer that sell simple clothing, at lower prices.