American Apparel, the iconic North American fashion brand that rose to stardom for its ‘Made in Los Angeles’ clothing and infamously fell into bankruptcy in 2015, is back in business. The brand has replenished its most in-demand apparel basics on an updated e-commerce website that looks almost identical to the old one. The fashion retailer is reconsidering its initial product pitch.
American Apparel is now shifting focus towards ethical production and dedicates sections on its website that talk about ‘green’ energy, healthcare prospects for workers and a more diverse marketing agenda in general. With credit to new ‘Globally Made’ approach, American Apparel’s product assortments, which have been dialed down to a curated set of AA Bestsellers at the moment, are being offered at much cheaper prices.
The brand is still trying to give America a chance by selling a series of identical product twins where one is made in the US and the other is ‘imported’. These will be displayed side by side on a brand-new page on their website. Although the American products are far more expensive and offer fewer options in terms of colours, the industry is keenly watching American Apparel’s endeavour as it has become a testing ground for the world to see if people actually want to buy local or not.
