What occurred to American Apparel? American Apparel ad
The brand had been similar to skimpy styles and intimate ads.
For a long time, this tactic appealed to teenagers.
But fundamentally, the ads — paralleled with controversial former CEO Dov Charney's allegedly unacceptable behavior — delivered some consumers operating from stores.
"i do believe the largest mistake wasn't adjusting because of the times regarding both brand name image and ranges, " Neil Saunders, CEO of consulting company Conlumino, typed in a message to Business Insider.
A glance at the brand name's Instagram shows rising necklines and looser-fitting clothing; the tone has-been removed of provocativeness, which will be what set the brand aside originally. This, relating to professionals, generally seems to express deficiencies in identification.
In order to save it self from getting another ghost inside retail graveyard, American Apparel will need to find its sound and what it is short for once more.
"huge concerns continue to be around both brand name and product. On former, it is still unclear what United states Apparel is attempting to change to. We all know the company is looking to be more moral in its marketing, depending far less in the intimate overtones it has used in yesteryear. But because welcome since this is, it can mean that a brand new viewpoint becomes necessary to supply the organization a clear and cohesive brand image, " Saunders typed in a note.
Us Apparel is not the just brand name which includes made the mistake when trying becoming less provocative.
Abercrombie & Fitch — once known for its racy adverts and judgmental ethos — recently tried to tamp down the offensiveness together with other steps to bring clients back into stores. But worrying all about perhaps not offending consumers might have been the worst thing the brand could have done.
"if you do not are a symbol of anything, you fall for such a thing. And everything you see right now ... Abercrombie, what they've done, is they are in endless drift mode, " Erich Joachimsthaler, CEO of consulting company Vivaldi Partners, thought to Business Insider previously this season.
"if you believe about this, whatever made all of them different, they usually have eliminated, " he stated. "however they have not changed it with something."
But despite the fact that Abercrombie & Fitch could be desperate for its identification, it at the least features adapted to developing designs — its latest collection showed signs of a renaissance when it comes to brand name.
CHUCK