Competitive Landscape

We practice the triple bottom line business model$Our garments are made with a lower carbon footprintSweatshop free, higher wages, social rsponsibilityWE BELIEVEPeople +

Design Toolbox for American Apparel

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Media Design MFA Program #"""""$"""""% MDM570 Organizational Structures 6.4.2 Design Project &"""""""'""""""("""
Name:
Karen Walsh!

Designer Notes: American Apparel is the largest manufacturer of clothing in North America that employs approximately 5000 people
in its factory in Los Angeles as well as owning and operating 260 retail locations, in 29 countries. It has become a truly global company and that will be a main tenet of the campaign,to illustrate that it is not just a local clothing company, but the markets in other countries can enjoy and take advantage of the quality of their garments which are made in a sweat-shop free environment. The second objective of the campaign is to improve the brand’s overall awareness and to educate the consumer about the ethical business practices in regards to the triple bottom line of people, planet, profits and how that benefits social stability along with economic growth. The CFO believes strongly in being socially responsible and recycles, donates goods and is involved in many programs to help lower the carbon footprint Since American Apparel focuses on social and political issues as well as clothing that is deliberately individualistic and not mainstream, color choices will be primary colors that will promote a feeling of boldness.! The primary base colors will be black and white because they are associated with news and information.! Other colors will be varying shades of red and blue but not in a traditional patriotic palette….blue is the color of sky and sea and red is also the color of rebellion and makes an impact on a backround of black.

Date:
March 30, 2014

Industry Sector:
Apparel Manufacturer American Apparel Ranked #76 out of top 100 clothing manufacturing companies

Toolbox for American
Competitors (with Rankings):
• The Limited #77 • Hanes #75 • Casual Male #74

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Theme for Campaign Project for Thesis:

The major difference between American Apparel and other clothing manufacturers, as the CFO defines it is innovation and passion.! They are an international brand that is made solely in sweat-shop free facilities and are socially and environmentally aware and pay a fair wage to their workers. The clothing is casual but slightly upscale and the target market is college age (20-35) and the young urban professional.
3 Primary Adjectives to Describe the “Look

Color Palette
Fonts
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and Feel” of the Campaign Project: • Sophisticated
• Bubbly • Bold

Competitive Landscape

Design Toolbox for American Apparel

Media Design MFA Program MDM570 Organizational Structures 6.4.2 Design Project
Name:
Karen Walsh Date: March 30, 2014!

Industry Sector:
Apparel Manufacturer

Selected Company for Thesis (with Ranking):American Apparel Ranked # 76 Competitors (with Rankings):
• The Limited #77 • Hanes # 75 • Casual Male # 74

Theme for Campaign Project for Thesis:

The major difference between American Apparel and other clothing manufacturers, as the CFO defines it is innovation and passion.! They are an international brand that is made solely in sweat-shop free facilities in Los Angeles, Caliornia and are socially and environmentally aware and pay a fair wage to their workers. The clothing is casual butvslightly upscale and the target market is college age (20-35) and the young urban professional.
3 Primary Adjectives to Describe the “Look

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and Feel” of the Campaign Project: • Sophisticated
• Bubbly • Bold

http://adage.com/images/random/1109/aa-newfemale-whitepaper.pdf http://www.americanapparel.net http://www.americanapparel.net/aboutus/verticalint/ http://www.americanapparel.net/aboutus/verticalint/sweatshopfree/

http://www.smashingmagazine.com/2010/12/14/what-font-should-i-use-five-principles-for-choosing-and-using-typefaces/