What's next for American Apparel in the UK ?

American Apparel has recently returned to the UK with an online store.

UK Shopping Trends and American Apparel

Its new board is female and has committed to dispensing with some of the company’s previous advertising imagery, which some considered overly sexualised. Here, we consider how the latest shopping trends in the UK might shape the progress of the American Apparel comeback. 

Global Sourcing

American Apparel closed its UK and US chain stores in autumn 2016. On 23rd April 2018, the reincarnated American Apparel UK online operation opened under the auspices of parent company Gildan Activewear. AA has abandoned its exclusive made in America approach to clothes manufacturing, while UK advertising is now in the hands of agency Thinking Juice. Entitled Back to Basics, the latest marketing campaign aims to display attractive fashion without being exploitative. Garments are now produced globally – though tightly curated, according to press announcements.

Transformation and Growth

According to reports* from fashion retailers and the clothing industry, more than three-quarters of British adults purchased goods and services in online stores during 2017. Of these purchases, clothing and sportswear items were the most popular. Smartphone usage (also known as m-commerce) has also helped to bring about this organic growth, in what has been a shifting environment for retail stores. In particular, companies have had to rethink their roles and transform, or face decline. 

Positive Focus

AA’s director of brand marketing, Sabine Weber, emphasises the positive and compelling aspects of the brand, as well as its ethically made garments. She speaks of a passionate team and how the current marketing campaign now focuses on competitive price points. Its confident models are over twenty-one years of age, and the company uses social media channels widely, including for fashion casting calls.

Likely Trends

Throughout the UK, high streets and shopping centres have seen conventional chain stores close down while their online equivalents have outperformed them. Over the coming year, it is likely that competition from other brands will continue to challenge chain stores. Additionally, even though there has been less of a squeeze on consumer spending power during recent months, the widespread uncertainty over Brexit (Britain’s planned departure from the European Union) could affect market growth. Finally, the increased use of AI (artificial intelligence) will enable retailers to tailor customer experiences in online stores.

*Source: https://www2.deloitte.com/uk/en/pages/consumer-business/articles/retail-trends.html#