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American Apparel

Brand re-launch.

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Cult fashion retailer American Apparel had been absent from UK high streets for several years following negative press around their ex-CEO and provocative advertising.

We were tasked with re-launching this iconic fashion brand in the UK by creating a huge buzz and sense of excitement, driving people to the online store. By heroing their ‘Iconic Basics’, we reminded customers of their love for American Apparel, through a hardworking and high-impact awareness campaign that run across outdoor, social media and PR.

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Impact

The results were great, with 548% sales increase WoW with the UK contributing to 34% of all international orders (the target was 30%), and £900k worth of PR coverage across online and print publications, social media and influencer engagement. We backed up the successful launch campaign with on-going social content calendars and paid adverts across Facebook and Instagram. Part of this involved creating multiple mini clothing range campaigns and ideas that would directly appeal to the UK target audience.

Strategy
Advertising
Digital
Social

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