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"Made In America" Into China

2008/4/11 14:11:00 18

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American Apparel plans to open a branch store in Losangeles, a big Asian country, to sell "made in Losangeles" clothing.

The local brand is playing a new trick: the company will open stores in China this spring to sell T-shirts, shorts and hat jackets made in Losangeles.

It seems to be upstream: in the United States, 1/3 of the clothes in the market come from China, and only 6% of us wear local products.

Bringing the T-shirts from Losangeles to Beijing, Shanghai and Suzhou is in line with the company's business plan.

In the past ten years, the company has won a good reputation for casual wear in department store street, Losangeles.

The red letter on the factory sign reads: "the American dress is an industrial revolution."

Dov Charney, chief executive, said that the supply chain of a single country is more efficient and cheaper than the multiple supply chains adopted by many other companies, because imports from a group of countries are laborious and laborious.

"Made in the United States," he said, "is a competitive advantage."

The price paid by the company to salesmen in China's stores is higher than the US minimum wage of 5.85 dollars, which is higher than that of workers in some parts of China.

"In American Apparel, employees' salaries will never be lower than the minimum wage in the United States."

He said, "in order to find a clean and decent employee, we must be willing to pay.

We will recruit employees of American Apparel, hoping that they will become a member of the family. "

Cai Yanchao, a hot saleswoman in downtown Shanghai, plans to increase her hourly wage to 5.85 dollars.

"This is very important to me."

The 19 year old girl earned 214 dollars a month, including commission and company catering.

She has never heard of American clothes, and also Mr. Zheng, a communications professional who works in a branch of Bank of America in Shanghai.

"I only know that Tommy and Polo are American brands, right?"

Zheng said he earned $3000 a month, and the average costumes cost about 286 to 429 dollars.

"If it's my favorite style, I'll go and see it when it opens."

Mr. Cheng said.

Compared with the more luxurious brands such as Louis Weedon and LV (GUCCI) and the low-priced brands such as H&M and Sara (Zara), no one can guarantee that the Chinese people will prefer the simple, plain and unbranded American dress. "Gucci"

He acknowledged the challenge.

"American clothing sells plain but well-designed clothing, and luxury brands are somewhat bourgeois and upstart style."

He said, "but young people prefer Audi instead of Bentley, so maybe it can do it."

It is also uncertain whether the dubious marketing of the company involved is suitable for China.

"They will definitely need local marketing consultants and be cautious," Doug Hart commented as a partner in the professional consulting service of the Department of retailing and consumer goods in the Doug Hart market.

"In China, the operation of many business regulations is more local."

In the United States, marketing has contributed to the success of American clothing. Its advertisements especially highlight the ordinary looking people, and often dress and act provocative.

What it says is that you don't have to be beautiful to be cool and sexy.

The company is also politically challenging. Its advertising "status quo is apartheid" openly supports undocumented workers.

"All of these, including the fact that American clothing is actually made in the United States, is likely to resonate in Chinese consumers."

Eli Portnoy (Eli Portnoy), a brand strategist in Losangeles, said, "this is his excellence, the good feeling of the Chinese who can win the young fashion."

If the brand is regarded as controversial, or if its marketing is forced to turn underground, it will make the brand more attractive.

"This is a very personal matter," said Peter trnor. "You know that you are wearing American clothing and know what it represents and advocates."