We have been in business for about the same amount of time as American Apparel - the funky/sexy/stylish line of women's/men's apparel we now sell by the boatload to the trendy set.
Their controversial ads have always had a gritty and honest feel about them - very "auteur" and "home movie". While they have been attacked in the past for the age of their models and the provocative nature of their product shots, they certainly have hit a nerve in youth culture.
AA is also about pushing the envelope. Their retail stores around the world showcase the covers of old Playboy and Playgirl magazines - all framed along the walls. It is a nod, they say, to the company's retro chic roots and the celebration of old school pornography is a part of that.
Most recently, they started using porn actresses (most infamously, Lauren Phoenix) to showcase their gear. There is a much ballyhooed ad featuring this actress modelling AA's retro socks (below).
AA Press release on this Lauren Phoenix business is here
Check it out - what do you think? Is AA exploiting women, or are they marketing geniuses that know their market and does not care what others think of them? Would you stop buying their products knowing this is how they market themselves?
7 comments:
Perhaps the most note-worthy line in the entire press release for the new uhh.. "business relationship", is the last. I quote "Oh, and by the way: Abercrombie & Fitch, you have so been served".
I think the controversy is a bit funny - and works to the company's advantage pretty nicely by generating all sorts of free publicity.
"Fashion company uses sex to sell clothes". Stop the presses.
Absolutely bob! Aside from debating any moral issues the ads might raise for certain interest groups, hype is hype, good or bad!
You're right, kacy. As for hype, I think what is most noteworthy about the branding of AA is the way in which they have clothed themselves in ethical superiority by using buzz-word-concepts like 'sweat-shop free', 'worker's rights', etc. etc. This appeals to the guilt-ridden, privileged-hipster crowd, who are excited to pay upwards of $15 for a t-shirt.
The clever bit, though, comes from the use of edgy, provocative ads so as to avoid falling into the boring self-righteousness of other social justice/eco-friendly marketing campaigns. A very effective balance.
More like $19.00 CDN for a blank shirt (#2001) at their retail shops!
I've never seen socks look so good. Nicely said, Kacy. And I must say, I'm surprised the Man has not added to this worthwhile discussion.
Remember the old Benneton ads? In their time they "pushed the envelope". It's like any controversy - it will pass. So enjoy the free publicity while you can.
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