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Section 1A. Bad branding or a lack of branding altogether can cause real problems for an organisation and its product s Brassington and Pettitt, Fashion Retailing Communication Issues Challenges Online shopping via desktop computers has been on the decline, mobile devices are now seen as more convenient which makes them increasingly popular options for online shopping Davies, Develop engaging and functional applications and websites for mobile devices in order to adapt to the way that consumers shop and make purchases online.
Market these convenient options to consumers. Customers must be able to identify whether or not a product or brand meets their needs or wants in order for that product or brand to survive in the marketplace Brassington and Pettitt, Fashion retailers should prioritise the use of social media platforms to develop personalised content and promotions.
Develop online sales promotions and special offers on clothing in order to attract young people using social media.
Utilise social media channels in a creative and engaging way in order to target potential consumers who use social media to communicate their fashion likes and dislikes with their peer group.
If they want to recover from the damage that has been done to the reputation of the brand by the sexual allegations, legal concerns, and bankruptcy then they must move forward and present a plan of action to the public. American Apparel has to compete with various other brands that produce similar goods at a lower price point.
Many of the competitors are more popular on social media. Issues Challenges American Apparel has been perceived as being overly sexual and degrading to women in its marketing campaigns according to the Advertising Standards Authority Riggins, To persuade the public and the ASA that American Apparel does not overly sexualise women and degrade them with their advertising campaigns.
Consumers are unsure of the future of American Apparel and whether or not they can trust the brand due to allegations of sexual misconduct, embezzlement, and the ongoing legal battle for control of the company involving the Founder and former CEO Hsu, Inform consumers of the plan of action that the brand has for its future and persuade the public that the issues of misconduct from its former CEO will no longer affect the way that American Apparel operates its business and marketing.
American Apparel is seen as an overpriced fashion retailer that sells essentially the same type of products as other brands in the sector but at a much higher price point Schumpeter, Communicate to consumers via online media channels the unique selling point of American Apparel and what sets it apart from brands that target the same consumer group in order to justify its prices. Section 2A. A higher awareness level of the brand will translate to more opportunities for an increase in sales and positive perceptions.
Section 2B. Objective 2 CSFs: The content developed for the various social media channels used must be relevant and sharable. Also, if visual content is not emphasised then the target audience will likely lose interest. Techniques and Requirements Section 3A. The products are the focal point of the website which is cohesive with the brand positioning of American Apparel.
Black and white are the primary colours used throughout the site making the space feel very modern. The site features clean and organised navigation tabs at the top and bottom of the page right where you would expect them to be.
Overall, the design of the website is appealing and does not distract from the products of the brand. Social Media Connectivity: The American Apparel website features icons that act as links to some of the most popular and essential social media channels that their target audience uses. Facebook, Twitter, Instagram, and YouTube are some of the social media channels that are located on the bottom of the homepage.
This is an important factor that relates to the success or failure of objectives 1 and 2. Account Sign Up: Signing up for an account on the website is simple and can be done quickly.
There are two different types of sign-up options featured on the site. The second type is a membership programme that offers customers loyalty points and rankings for purchases made online and in-store. By having two different sign-up options American Apparel appeals to a wider range of customers who may want to be involved with the brand at different levels.
These two options give customers the freedom to choose the type of communication and relationship that they want to have with the brand. About Us Section: This section of the website is packed full of content covering the history of American Apparel, its political activism, and business model.
This can cause customers to become frustrated and 7 8. The advertisements are organised by ad type and date of creation. This section is a good addition to the site because American Apparel is known for creating interesting and provocative advertisements. Italia Svizzera. Brasil Portugal. News Blog TheSims. Billing History Purchase History.
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