American Apparel Is Opening Its First Store After Bankruptcy

 

If you see American Apparel advertisements around Los Angeles, or even a physical store, know that you are not in the Twilight Zone. American Apparel is actually making a comeback. 

The iconic Los Angeles brand is preparing to open (some may say re-open) a flagship store in its home city this year! They will reopen a brick-and-mortar store on Melrose Avenue in L.A.

This is very exciting news for fans of the clothing brand. We saw the company file for bankruptcy last year and closed down all of its stores. 

The revamped company will now be owned by Gildan Activewear Inc., the Montreal company that bought American Apparel but not its physical stores in an auction last year.

Gildan Activewear Inc. says the new location will complement e-commerce operations and serve as an incubator to gauge trends.

As of right now, this will be the only location to open.  Gildan Chief Executive Glenn Chamandy said that they could either franchise, or could open a couple more, but they haven't decided yet

As we see this company come back from the dead, American Apparel is promoting its return by running out-of-home ads in the U.K. and U.S. 

The company is also running paid social advertising and using Instagram as a vehicle to spread its messaging. There will be a major difference in the company's advertising. It will still be sex, but not as sexualized as in the chain's previous life. 

Who is excited about the return of American Apparel?

 

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