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Textile Outlook International
Issue 143:
February 2010

Product Overview
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Reports in this issue
Editorial: Can Apparel Still Be Made Competitively in Developed Countries? (4 pages)
World textile and apparel trade and production trends: the EU, February 2010 (48 pages)
Survey of the European Fabric Fairs for Autumn/Winter 2010/11 (16 pages)
World Markets for Textile Machinery: Part 4--Dyeing and Finishing (30 pages)
Trends in world textile and clothing trade, February 2010 (68 pages)
Profile of American Apparel: US Manufacturing and Strong Brand Recognition Bring Success (14 pages)

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Profile of American Apparel: US Manufacturing and Strong Brand Recognition Bring Success

Buy 'Profile of American Apparel: US Manufacturing and Strong Brand Recognition Bring Success' now 14 pages, published in Issue 143, February 2010  
Report price: Euro 395.00; US$ 520.00  

American Apparel is a vertically integrated manufacturer, distributor and retailer of non-branded basic fashion apparel based in Los Angeles, California, USA. It was founded as a wholesale business in 1998, and in 2003 it opened its first retail store and sales began to grow significantly. By the end of 2009 it was operating 281 retail stores in 20 countries. The company continues to run its wholesale business, and also operates an online retail e-commerce website.

In contrast to most other US clothing manufacturers and retailers—which tend to outsource production to countries with low labour costs—all of American Apparel’s manufacturing operations are in the Los Angeles metropolitan area. The company promotes the fact that its merchandise is “made in the USA” and “sweatshop free”. Wages are therefore much higher than the global average and, indeed, the company claims to employ the highest paid apparel workers in the world.

Instead of competing on the basis of low wages, American Apparel uses its US manufacturing base, coupled with a strategy of vertical integration, to offer quick response times and higher quality while maintaining tighter inventory control. This avoids the problem of being left with unsold stock and having to sell it off at a discount. In addition, the company is able to replenish stocks of popular styles at short notice, and this helps it to maximise sales.

American Apparel has proved successful in a market dominated by competitors who have substantially greater financial, marketing and other resources—such as Gap, Urban Outfitters, H&M, Uniqlo and Forever 21. It differentiates itself on the basis of the fit and quality of its garments, the broad variety of colours and styles on offer, its imaginative marketing campaigns, and its ability to fulfil orders, large or small, at short notice. Using its core strengths, it has increased its sales rapidly. In 2008 alone its retail sales grew by 62%. But in 2009, hit by the US recession and the global economic downturn, growth in its net sales was minimal, and its net income declined. Nonetheless, the company remains optimistic about the future, and is hoping to return to significant growth in 2010.

Table of Contents
Profile of American Apparel: US Manufacturing and Strong Brand Recognition Bring Success
  • Summary
  • Introduction
  • Core Strengths
  • Manufacturing Operations
  • Human Resources
  • Retail Operations
  • Wholesale
  • Online Consumer E-commerce Website
  • Financial Performance
  • Outlook

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Six times a year, Textile Outlook International provides up to 200 pages of intelligence, expert analysis and insight on the global textile and clothing industry.
What's in it?

Each issue provides an authoritative source of information on key industry topics, including: circularity; cotton; environmental sustainability; fibre prices; innovation; production and consumption forecasts; imports and exports; industry giants and emerging brands; international trade fairs; key geographical markets; recommerce; retail; supply chains; textile and clothing trade; textile machinery; trade and production trends; world markets; and yarn and fabric manufacturing.

A single issue of Textile Outlook International includes:

    an editorial think-piece on a topical issue from an industry expert

    a report on textile and apparel trade and production trends

    a round-up of the latest international trade fairs

    a feature on textile and clothing imports and exports or fibre prices, production and consumption

    a report on a key geographical market

    insight and analysis of a key market leader or fast-growing start-up

An annual subscription to Textile Outlook International is a cost-effective way to keep informed about trends and developments in the global textile and clothing industry.

Subscriptions are available in printed and/or digital formats. Printed and digital subscribers receive each issue in printed format in addition to a digital PDF file, which is available immediately on publication.

Like all Textiles Intelligence publications, Textile Outlook International is a reliable source of independently sourced business information, and it does not carry advertising.

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