‘Back to Basics’: The American Apparel guide to a brand comeback

Jim Fosina, CEO Fosina Marketing Group comments in Bethany Biron,  Digiday article around American Apparel.

  • “Making American Apparel great again starts with a bold admission that the brand hasn’t lost its cool, its sexy design or marketing strategy,” said Jim Fosina, CEO of Fosina Marketing Group.
  • While the brand historically does not pay influencers and just repurposes fan content, Fosina said the brand may want to rethink this tactic in favor of a structured influencer program that better reflects its new identity.
  • “The company needs spokeswomen — celebrities that embody the messages that resonate with the new branding,” he said. “This is an audience of customers that will follow the lead, but they need splashy evangelists to jump-start the resurgence.”
  • While this has ultimately helped the brand bring down costs and lower prices, Fosina said American Apparel will need to be savvy in how it markets its new global approach, as it long touted being California-born and -raised.

You can read the full article here: Glossy ‘Back to Basics’: The American Apparel guide to a brand comeback