What's next for American Apparel in the UK ?

What's next for American Apparel in the UK ?


Shop

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

News written by the team of The-shops.co.uk The-Shops.co.uk

News in the same category

A new B&M Express shop is coming

A new B&M Express shop is coming

B&M Express is a retail store that was formed in the year 1978 by Malcom Billington. The store was first referred to as Billington & Mayman before its name was shortened to B&M store.

  • Shop
Tom Ford Comes To London

Tom Ford Comes To London

London beauty retailers may have to up their game with the news that Tom Ford has chosen to launch his first beauty shop in London.

  • Shop
Zara : the biggest shop will be in Essex

Zara : the biggest shop will be in Essex

February 2019 will see Zara open their biggest store ever, in Essex. Zara will be increasing the size of their existing shop at the Intu Lakeside shopping centre, meaning that they will not take up an area of 35,000 square foot.

  • Shop
Fresh skincare plans to open a second store in London

Fresh skincare plans to open a second store in London

More than 10 years after its first London store opening, the natural skincare brand Fresh will count a second standalone shop in November, in London's Seven Dials.

  • Shop
What's next for American Apparel in the UK ?