American Apparel Branches Out into the Bed Department
Tisah Tucknott — June 30, 2009 — Marketing
References: store.americanapparel.net
American Apparel has branched out to selling bed sheets. The previously all “apparel†store has decided to make sheet sets made of the same ultra-soft Fine Jersey cotton material as their classic t-shirts.
Just think, this new sheet set will allow American Apparel to make even more seductive advertising poses on beds.
Implications - This American Apparel move reflects a savvy expansion of their business objective into new markets beyond their traditional product line -- a move that should be applauded rather than discouraged. A company like American Apparel could have settled for sticking with the safe status quo, but by taking a risk, they have the potential to make a bold impact on a market they might otherwise never have benefited from.
Just think, this new sheet set will allow American Apparel to make even more seductive advertising poses on beds.
Implications - This American Apparel move reflects a savvy expansion of their business objective into new markets beyond their traditional product line -- a move that should be applauded rather than discouraged. A company like American Apparel could have settled for sticking with the safe status quo, but by taking a risk, they have the potential to make a bold impact on a market they might otherwise never have benefited from.
Trend Themes
1. Expansion Into New Markets - American Apparel expanding into bed sheets demonstrates a savvy move to extend beyond their typical product line and enter new markets.
2. Product Line Diversification - American Apparel incorporating bed sheets made of the same material as their classic t-shirts showcases the potential for product line diversification.
3. Seductive Advertising Strategies - American Apparel's foray into new markets such as bed sheets offers an opportunity for creative new advertising strategies.
Industry Implications
1. Fashion and Retail - American Apparel's expansion into bed sheets offers room for growth and diversification within the fashion and retail industry.
2. Home Goods and Bedding - American Apparel's entry into bed sheets highlights the potential for disruptive innovation in the home goods and bedding industry.
3. Marketing and Advertising - American Apparel's expansion into bed sheets presents an opportunity for creative advertising and marketing strategies within the industry.
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