American Apparel's Back To Basics Campaign Marks a Revival
References: global.americanapparel & highsnobiety
Simplistic fashion label American Apparel is making a comeback following its buyout by Gildan, and is announcing it through the Back To Basics campaign. Last year, the label was bought out due to a mass decline in sales and was forced into bankruptcy. American Apparel returns this year for Spring/Summer 2018, focusing on staple silhouettes as per usual. In addition to the new campaign, there is a highlighted focus on inclusiveness. The brand emphasizes diversity and body positivity with its new campaign -- casting a diverse group of models found through social media channels.
The returning pieces center around matching tracksuits, a selection of denim tops and bottoms, swim apparel, underwear, dresses, trousers and dress shirts. The label also brings back its archival pieces such its color-blocked t-shirts, hoodies, fisherman sweaters and zip-up sweaters.
The returning pieces center around matching tracksuits, a selection of denim tops and bottoms, swim apparel, underwear, dresses, trousers and dress shirts. The label also brings back its archival pieces such its color-blocked t-shirts, hoodies, fisherman sweaters and zip-up sweaters.
Trend Themes
1. Inclusive Fashion - Opportunity to disrupt the fashion industry by prioritizing diversity and body positivity in advertising and product offerings.
2. Simplistic Staples - Opportunity to disrupt the fashion industry with minimalist designs and staple silhouettes that appeal to a wide audience.
3. Revitalizing Archival Pieces - Opportunity to disrupt the fashion industry by bringing back popular archive designs with a modern twist.
Industry Implications
1. Fashion - Opportunity for fashion brands to embrace inclusivity and minimalist designs in their collections.
2. Advertising - Opportunity for advertisers to promote diversity and body positivity in their campaigns.
3. E-commerce - Opportunity for online retailers to offer a wide range of minimalist, staple fashion items to target a broad customer base.
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