Tuesday, March 15, 2011

Ch.15 Retailing

American Apparel was one of the fastest retailers in the United States. They started with three company stores in Los Angeles, Montreal, and New York in 2003. As of 2008 the company has more than 200 stores worldwide and continues retail growth with new stores in the United States, Israel, Italy, Japan, South Korea, the Netherlands, Switzerland, China, Germany, Austria, Canada, France, Sweden, Spain, Mexico, United Kingdom, Ireland, Brazil, and Australia.

American Apparel retail stores are marketed and designed individually rather than homogeneously. For example, American Apparel in Tribeca had different features than the other American Apparel stores. The store in Tribeca has separate section called “babies and toddlers”. Because Tribeca deals with more parents, American Apparel in Tribeca tried to customize their shop with more products of babies.

American Apparel tried to avoid high rent areas and in-mall locations. They tried to renewal lower-rent with high traffic locations. 

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