American Apparel Mission Statement

OL 501 Milestone One

American Apparel’s mission was “to make great quality clothing without using cheap “sweatshop” labor and exploiting workers (Menta, 2016). They explained that the reason behind this mission was that they wanted to create products that would recreate the classic T-shirt everyone saw as a western culture and freedom. They describe their style as, “iconic,” “clean,” “simple” and “timeless.” They wanted to create clothing that people would love to wear, but also ensure that the production of these garments didn’t come at the expense of cheap labor (Menta, 2016). American Apparel believed that their core values were just as important to their mission and it was this: vision, passion, intensity, brand-free, sustainable, fair

This will allow shoppers to have more of a selection while browsing their site, and if they can appeal to them not only with a wider variety to choose from, but also by having the most reasonable prices, they will be able to encourage shoppers to promote their business and continue to see them as their go to shopping resource. Business markets are emerging globally, so if American apparel can transition some of their business to some offshore locations where labor is cheaper, they may use that as an opportunity to cut cost. As of stats from a report done in 2015 they were paying labor costs between $12-$14/hr. in their manufacturing companies in Los Angeles; this is compared to companies in Vietnam, Thailand, and China that only pay anywhere from $2-$3 (Stoel, 2015). Companies are connected today with the use of technology so this is a way for them to utilize their resources to not only benefit their business but collaborate with others who may benefit from

They could accomplish this by appealing to how society has become more tech savvy, especially the younger generation, and come up with a social media site and a mobile app that appeals to consumers with promotional ads and eye-catching apparel. The fact that the company has multiple operating segments is a plus because it gives them a bigger buying market which allows them to reach more people. The key will be for them to step out of their comfort zone of only wanting to create one style of clothing and keep in mind that fashion is always changing so they must do the same. After Dov Charney was fired in 2014, it was questioned whether American Apparel had lost its appeal, and it is evident that if they continue to promote the provocative nature of clothing style they started with, they will become stagnant. American apparels strength and success will be maintained by using the vertical integration model. If they continue to be ready to respond quickly to what consumers want and need they will not fall behind in the market compared to their competitors (Menta,