American Apparel Factory Opens its Doors Virtually for a Tour
Christopher DeLuca — August 4, 2011 — Fashion
After some unfavorable press surronding its hiring process, the American Apparel Factory has opened its doors virtually for tour. The clothing company takes the viewer through the product development process inside their factory in downtown Los Angeles.
What I particularly like about the tour through the American Apparel Factory is that the human side of the company shines through; in its attempt to reposition its brand, the human element will most likely be there greatest asset. Have a look a the video to get a sense at how quickly they conceive and create a pair of metallic pants.
Implications - American Apparel has been struggling to shed negative press and a looming bankruptcy. By bringing the consumer inside their offices they create a sense of transparency and connection. Companies looking to rebrand themselves should value transparency.
What I particularly like about the tour through the American Apparel Factory is that the human side of the company shines through; in its attempt to reposition its brand, the human element will most likely be there greatest asset. Have a look a the video to get a sense at how quickly they conceive and create a pair of metallic pants.
Implications - American Apparel has been struggling to shed negative press and a looming bankruptcy. By bringing the consumer inside their offices they create a sense of transparency and connection. Companies looking to rebrand themselves should value transparency.
Trend Themes
1. Virtual Factory Tours - Virtual factory tours offer a disruptive innovation opportunity for companies looking to create transparency and connection with their consumers.
2. Human-centric Branding - Brands can reposition themselves positively by emphasizing the human element, as demonstrated by American Apparel's virtual tour.
3. Quick Product Development - Efficient and quick product development, as seen in the creation of metallic pants during the American Apparel tour, can be a competitive advantage for fashion brands.
Industry Implications
1. Fashion - The fashion industry can utilize virtual factory tours and human-centric branding to create a stronger connection to their consumers.
2. Marketing - Marketing professionals can use quick product development as a way to promote and differentiate their brands in a highly competitive market.
3. Technology - Virtual factory tours are made possible by technology and can be used to disrupt traditional retail and manufacturing channels.
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