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I do not wear tight gold shiny pants

June 20, 2009

image

imageAmerican Apparel sells some crazy stuff. Pinstripe bloomers and gold high-waist tights. 

I don't know who buys it.

But I know that thousands of people walk by the store windows every day and ask "Who would buy that?!" — and remember the store.

And thousands of people email a link to their friends asking "Who would buy that?!" — and remember the website.

Then everyone buys a plain T-shirt and the rest of the normal merchandise.

Lesson: A little outrageousness gets people to notice your regular stuff.

 

Tagged as: American Apparel, Sernovitz, WOM, word of mouth, word of mouth marketing

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{ 2 comments }

Kasey June 20, 2009 at 11:39 pm

We must be moving in different demographic circles. I was joking today how you can’t walk through any neighborhood in LA without seeing someone wearing American Apparel. And, I really like their clothes!

Nick S. June 22, 2009 at 11:26 am

I think the most striking part about American Apparel’s marketing efforts are the extremely young-looking models that they use in provocative photos in their advertisements. To use your word, Andy, I’d call their ads quite “outrageous” and they definitely get noticed. Whether or not the attention their ads receive are positive or negative, there’s no arguing that they get noticed.

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