AMERICAN APPAREL Changes Advertising And Strategy To Meet Future Challenges

Can AMERICAN APPAREL change advertising and marketing strategies? AA does not specify whether the "Pro- Woman" advertisement will continue, but it also has an "Pro Sloth" advertisement with an organic environmental concept. Yes, I really found a sloth. Ignorance AA advertising Will the young woman be extinct?

This time, there are no young women in miniskirts who are not provocative, but on the contrary, they are just smiling. Straighten clothes AA female employees.

After letting AA experience a series of sexual harassment charges, the founder Dov Charney Left the company. After Paula Schneider took office, AA wanted to change her brand's image of being too provocative, sexy and revealing. Subsequently, AA launched the "Pro Women" advertisement.

"This is a real working scenario for AA female employees," the advertisement says, "women's absolute superiority in AA company. AA 55% of the world's workforce is women, and women occupy a higher proportion in the leadership.

In March, AA posted this group of photos on social media. This is the first time to print this group of advertisements in magazines. AA has made it clear that the advertisement is only put on VICE.

The advertising style before AMERICAN APPAREL.

"We have a very good relationship with VICE, and we should continue to advertise on VICE in the future." Cynthia Erland Erland, senior vice president of marketing, said. AA advertising in the past ten years has been put on VICE.

Since taking office in February, Ellis Jones, the new editor in chief of VICE, has been letting VICE attract more new readers to let them know that "VICE is not just a male magazine, but also a vulgar joke."

However, WWD's evaluation of AA's choice of doing this advertisement on VICE is "a strange move." VICE magazine has always been known for its deviant and punk spirit. What kind of effect can AA get in the VICE magazine when it launched the advertising of "Pro Women" to support women?

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Before major businesses attach importance to big size clothing, big size clothing has always been a blue ocean that has not been developed. It is reported that in the United States alone, the output value of the big clothing industry is 17 billion 500 million dollars a year. In recent years, there are more and more artists, websites and magazines that emphasize the big code fashion. Slink is a fashion magazine that uses a fat model and pays attention to big women. Citing the magazine's editor Rivkie Baum, it says that "beauty and style do not stop at 8 yards".

Beth Ditto has never concealed her figure. Her openness has made her many friends in the fashion circle. In the spring and summer fashion week in 2011, Jean Paul Gaultier made 20 yards of costumes for her, and specially made wedding gauze for her wedding. This is not the treatment of all stars.

In 1985, the average number of British women's clothing was 8 yards, and now the figure has increased to 14. 14 has also been defined as the dividing line between "ordinary clothes" and "big size clothes". Many years ago, retailers regarded big size costumes as a category they deliberately avoided. However, in recent years, driven by market segments and interests, the fashion industry in Europe and the United States is rising to the acceptance of big women. Large size clothing has become a hot field.

The American version of Vogue once advocated that "underwear with various shapes is a good underwear". In order to finish this female topic, they found a series of black and white images with large size models. The photographed women showed a very confident look. In 2012, Vogue promised to use only over 16 years old models with healthy weight. At that time, the professional models were getting thinner and thinner, and it was time to make some changes.

The reporter has also reported a marketing plan called "I 'm No Angel" launched by Lane Bryant, a big clothing retailer in the US. Businessmen want to redefine sex through a series of positioning and publicity.

House of Fraser, supermarket clothing brand George at Asda, online retail business Boohoo and high street brand Mango have opened up the big code product line. The target group of Violeta by MANGO big size clothing series is a young woman of 40-52 yards. MANGO has set up an exclusive development team, and has worked together with more than 40 experts from various fields to strive to introduce different kinds of fashion products. Since its establishment in 2013, Taking Shape, the big clothing brand in Australia, has rapidly expanded 18 stores in the UK.

However, large retailers such as Topshop and Zara have not yet set foot in this market. Because big product lines may obscure their brand positioning and alienate their existing customers. Age and weight are directly related. Taking the UK as an example, 1/4 of women over the age of 55 have to wear 14 yards or more of clothing. This is also a reason why some retailers are not involved in the big yards.

In the field of fashion business, Navabi and Eloquii are newly rising fashion dealers specializing in big size clothes. Eloquii, once a part of the The Limited group of the United States, was founded in 2011 and is a subsidiary line of the group. But because The Limited focused on its core business, Eloquii was cut off in the summer of 2013. In February 2014, the brand was reborn, focusing on the field of big size clothing. After the return, their profits grew at a rate of 100% per quarter. In December last year, the A round financing of Greycroft Partners was completed.

In marketing strategy, Navabi and Eloquii are very similar: follow the trend and go up regularly. Eloquii comes up every two weeks, while Navabi keeps going up every 2 days. Navabi will launch the corresponding electronic magazine before the new weekly. In its commodity retrieval column, besides routine clothing category classification, users can also search according to their physical characteristics (such as flat chest, wide hips, flat buttocks, etc.) and body type such as type A, X and V.