Tuesday, March 29, 2011

chap.18 Sales Promotion and Personal Selling

American Apparel used not to go on sale because they thought they could control the inventory. However, due to their financially losses these days, they starts promoting Groupon sale coupon and going on sale as tools for consumer sales promotion. Also, in their online store, they suggest people who visit their online store to sign up for e-mail update and then send them 10% off promo code for online purchase. Once customers signed up for e-mail update, they receive exclusive offers, invites to sales and updates on American Apparel's latest styles. For their loyal customers, American Apparel invites them to the company's surprising sample sale. In order to grab brand switchers and price buyers, they offer bonus pack such as 'buy three, get on free' for socks and underwear and markdown last season's items. To grab competitor’s customers, they use eye-catching displays in their retail stores, which are their strongest advantages. Their mannequins are worn their products in various ways that show how to wear and posing unique posture. Their displays catches people who pass by and make them buy the products. American Apparel focuses on point-of-purchase promotion, such as, putting television monitors in the stores showing how to wear the product in many ways. In online store, they don't charge shipping fees for customers who purchase over $75.


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