Monday, April 4, 2011
Ch.10 Product Concepts
American Apparel provides heterogeneous shopping products. They have very wide product mixes because there are tons of product lines, such as, jeans, t-shirts, dresses, bodysuits, skirts, leggings, pants, under wears, outwears, stockings, shoes, eye wears, nails etc.. so you can find everything from head to toes. Also, their product line depth is a great number of items. For example, the t-shirts line includes v-neck t-shirts, round neck t-shirts, not-so-basic t-shirts, short sleeve, print t-shirts, see thru, long, short....to name a few..
American Apparel often modifies the style of their product items by adding more colors, fabrics, and details. For example, they upgraded their tight(skinny) pants, one of their steady selling items, by adding trendy colors in the season and zippers on the side of the pants. Recently, American Apparel launched denim line to extend their product line and be more competitive. Their denim line will attract customers who satisfied with American Apparel's pants or expect American Apparel-version in the denim.
The brand name 'American Apparel' is very simple and strong, and tells what they make and sell. it identifies the company's products which are literally American apparel made in America. They have no brand mark but their unique ads contributes to have the strong image with their brand name itself.
American Apparel's packaging is also simple and clean. Their shopping bags are made of vinyl and printed the names of the cities where their retail stores are located ,and of course the brand name. the printed letters are all white and same font.