Headlines

American Apparel Plans Middle East Expansion

Mellows advertising to change image

Published

8 years ago

November 15, 2015

American Apparel (Los Angeles) announced plans to expand to the Middle East in an attempt to capture new markets and bolster sales. The company is exploring options for a potential expansion into Kuwait, Abu Dhabi and Dubai.

The Telegraph reports the company is simultaneously attempting to move away from its current image as a “sexy” clothing retailer by toning down its marketing campaign. Previous marketing campaigns have featured images with provocative and sexual content.

The company plans to utilize new clothing design, new marketing and expansion plans to exit bankruptcy by March of next year.

MasterClass: ‘Re-Sparkling’ Retail: Using Store Design to Build Trust, Faith and Brand Loyalty

HOW CAN WE EMPOWER and inspire senior leaders to see design as an investment for future retail growth? This session, led by retail design expert Ian Johnston from Quinine Design, explores how physical stores remain unmatched in the ability to build trust, faith, and loyalty with your customers, ultimately driving shareholder value.

Presented by:
Ian Johnston
Founder and Creative Director, Quinine Design