Branding is such an interesting topic because it is really evolving from a one way street (direct branding and marketing) to a two way conversation, where brands and customers dialogue to establish trust and reliability. Advertising has begun to shift focus because of this reality. Interactive ads on YouTube and other video streaming sites like Hulu, as well as user generated content providing agencies with the next big idea are ways in which the game is changing. American Apparel is definitely one of those brands that have begun to listen to its audience and crafting great stories instead of shouting at the top of its lungs for costumers to stop and take notice. The latter tactic is thankfully going the way of the dinosaur.
But what does American Apparel do, along with other brands that make it so successful and trustworthy among consumers? While many point to the quality of the custom American Apparel t-shirts and other personalized wear, this is only one aspect of the overall marketing strategy. In fact, there are several facets that AA uses to promote its personalized AA shirts besides traditional advertising.
I Pity the Airbrushing
Custom American Apparel shirts are not worn by models without blemishes. For all of the outrage that AA causes the industry and the more conservative side of the country by using porn stars and heavily suggested nudity, you have to applaud the company’s commitment to reality. In other words, there are no airbrushing techniques with the models AA uses. This is definitely a bold move out of the ordinary, especially when most other clothing brands have models wearing custom t-shirts that do not look natural in the least. They look entirely fake.
Don’t be Afraid of the Pulpit
This seems a bit counter-intuitive, but AA definitely makes tremendous use of their bully pulpit, as President Theodore Roosevelt was fond of saying. The pulpit TR was referring to is the White House, but American Apparel makes effect use of their own pulpit on their custom American Apparel t-shirts. T-shirt slogans and the way that the personalized AA shirts are made stand as marketing to the socially conscience crowd, a demographic that is exceedingly growing among the current adolescent generation. It doesn’t matter if it is the environment, civil rights, or immigration, young people increasingly want to wear custom t-shirts that help make our society a better place to live.
Sex sells, which is why AA uses a lot of nudity and tantalizing models. However, it is not the only thing that sells. American Apparel has the reputation for racy ads, but it also has transformed its image into one that saves domestic blue collar jobs and fights for the rights of the lower middle class. That is branding that everyone can get behind, especially if it is on custom American Apparel t-shirts. Being part of something big is as easy as getting dressed in the morning with personalized AA gear.
But what does American Apparel do, along with other brands that make it so successful and trustworthy among consumers? While many point to the quality of the custom American Apparel t-shirts and other personalized wear, this is only one aspect of the overall marketing strategy. In fact, there are several facets that AA uses to promote its personalized AA shirts besides traditional advertising.
I Pity the Airbrushing
Custom American Apparel shirts are not worn by models without blemishes. For all of the outrage that AA causes the industry and the more conservative side of the country by using porn stars and heavily suggested nudity, you have to applaud the company’s commitment to reality. In other words, there are no airbrushing techniques with the models AA uses. This is definitely a bold move out of the ordinary, especially when most other clothing brands have models wearing custom t-shirts that do not look natural in the least. They look entirely fake.
Don’t be Afraid of the Pulpit
This seems a bit counter-intuitive, but AA definitely makes tremendous use of their bully pulpit, as President Theodore Roosevelt was fond of saying. The pulpit TR was referring to is the White House, but American Apparel makes effect use of their own pulpit on their custom American Apparel t-shirts. T-shirt slogans and the way that the personalized AA shirts are made stand as marketing to the socially conscience crowd, a demographic that is exceedingly growing among the current adolescent generation. It doesn’t matter if it is the environment, civil rights, or immigration, young people increasingly want to wear custom t-shirts that help make our society a better place to live.
Sex sells, which is why AA uses a lot of nudity and tantalizing models. However, it is not the only thing that sells. American Apparel has the reputation for racy ads, but it also has transformed its image into one that saves domestic blue collar jobs and fights for the rights of the lower middle class. That is branding that everyone can get behind, especially if it is on custom American Apparel t-shirts. Being part of something big is as easy as getting dressed in the morning with personalized AA gear.
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