currently 143 american apparel retail locations in 11 countries worldwide
DESCRIPTION
TRANSCRIPT
![Page 1: Currently 143 American Apparel Retail Locations In 11 Countries Worldwide](https://reader036.vdocuments.site/reader036/viewer/2022062616/54956207ac79593b2e8b4e29/html5/thumbnails/1.jpg)
Truth, lies, branding and CSR
Presentation DAFI, CopenhagenAugust 2007
www.kontrapunkt.com
![Page 2: Currently 143 American Apparel Retail Locations In 11 Countries Worldwide](https://reader036.vdocuments.site/reader036/viewer/2022062616/54956207ac79593b2e8b4e29/html5/thumbnails/2.jpg)
The case for green to the skeptical brand manager
![Page 3: Currently 143 American Apparel Retail Locations In 11 Countries Worldwide](https://reader036.vdocuments.site/reader036/viewer/2022062616/54956207ac79593b2e8b4e29/html5/thumbnails/3.jpg)
Consumers cry for it - but companies are too slow to deliver
Source: McKinsey Quarterly, 2007
![Page 4: Currently 143 American Apparel Retail Locations In 11 Countries Worldwide](https://reader036.vdocuments.site/reader036/viewer/2022062616/54956207ac79593b2e8b4e29/html5/thumbnails/4.jpg)
A recent Goldman Sachs report suggest CSR as the number one consumer concern
Source: The Goldman Sachs Group Inc.
![Page 5: Currently 143 American Apparel Retail Locations In 11 Countries Worldwide](https://reader036.vdocuments.site/reader036/viewer/2022062616/54956207ac79593b2e8b4e29/html5/thumbnails/5.jpg)
Green is the new black
LOGOBRAND TAGLINE
FASHION BRANDS USING CSR ACTIONS EXAMPLES
Patagonia Environmental activism
• Campaing for protecting the arctic national wildlife refuge.
• Strategy for sustainable production
Levi’s • A collection of 100% organic cotton jeans
American Apperal
• A collection of pesticide, herbicide, and chemical-free products
Not defined
Jackpot Respect for people and nature
• A collection of organic cotton produced in a sustainable way. • Partnership with MADE-BY
H&M • Collections of organic cotton• Babywear marked with EU’s eco-
label, the Flower• Stategy for sustainable
production
Not defined
![Page 6: Currently 143 American Apparel Retail Locations In 11 Countries Worldwide](https://reader036.vdocuments.site/reader036/viewer/2022062616/54956207ac79593b2e8b4e29/html5/thumbnails/6.jpg)
The answer from the skeptical brand manager
![Page 7: Currently 143 American Apparel Retail Locations In 11 Countries Worldwide](https://reader036.vdocuments.site/reader036/viewer/2022062616/54956207ac79593b2e8b4e29/html5/thumbnails/7.jpg)
Consumers lie about the importance of CSRAttitudes and actions are two very different things
“This guy is a liar”
![Page 8: Currently 143 American Apparel Retail Locations In 11 Countries Worldwide](https://reader036.vdocuments.site/reader036/viewer/2022062616/54956207ac79593b2e8b4e29/html5/thumbnails/8.jpg)
A quote from an honest and representative fashion consumer
“Let's say that you're trying on two pairs of jeans. One pair is 100% organic and fits okay. The other is not so organic but— whoa! — it does something spectacular to your rear view. Which do buy? I'd sacrifice the greater good of the planet for the perfect pair of jeans. In a heartbeat. Even after reading a Grist.com interview with eco-denim designer Tierra Del Forte. Even though I know that I'd be supporting the use of pesticides, insecticides, etc., etc.”
Comment posted on www.lime.com, July 2006
![Page 9: Currently 143 American Apparel Retail Locations In 11 Countries Worldwide](https://reader036.vdocuments.site/reader036/viewer/2022062616/54956207ac79593b2e8b4e29/html5/thumbnails/9.jpg)
“Show me the CSR-blockbuster in the fashion industry”
![Page 10: Currently 143 American Apparel Retail Locations In 11 Countries Worldwide](https://reader036.vdocuments.site/reader036/viewer/2022062616/54956207ac79593b2e8b4e29/html5/thumbnails/10.jpg)
The central brand challenge is how to transform attitudes into actions
![Page 11: Currently 143 American Apparel Retail Locations In 11 Countries Worldwide](https://reader036.vdocuments.site/reader036/viewer/2022062616/54956207ac79593b2e8b4e29/html5/thumbnails/11.jpg)
Today’s CSR branding is often boring, banal and a clumsy add on
![Page 12: Currently 143 American Apparel Retail Locations In 11 Countries Worldwide](https://reader036.vdocuments.site/reader036/viewer/2022062616/54956207ac79593b2e8b4e29/html5/thumbnails/12.jpg)
Som big ones try integrating CSR into their brand core
BP
LOGO BRAND TAGLINE
GE
Toyota
Unilever
*Fortune 500 companies that use the CSR as a core value proposition and an integrated part of their growth strategy
CSRBRAND LEADERS*
Beyond Petrol
ACTIONSEXAMPLES
Ecoimiganiation
Add vitality to life
Today tomorrow
• 50% reduction in water usage in production since 1995
• Strategy on sustainable packaging
• 2x R&D investment in cleaner technologies
• 1-30-30 Gas emission reduction plan
• Launched “BP Alternative Energy” division (2005)
• R&D in low-carbon power (wind, solar, hydrogen
• Prius - hybrid car
• Joined the California fuel cell partnership
![Page 13: Currently 143 American Apparel Retail Locations In 11 Countries Worldwide](https://reader036.vdocuments.site/reader036/viewer/2022062616/54956207ac79593b2e8b4e29/html5/thumbnails/13.jpg)
American apperal
• Employing more than 5,000 people.
• Capacity to produce more than 1 million T-shirts per week at its Los Angeles manufacturing facilities.
• Currently 143 American Apparel retail locations in 11 countries worldwide.
• American Apparel's sales for 2006 were an estimated $300m.
• Sales and EBITDA profits have expanded nearly eight-fold since American Apparel's 2002 fiscal year
• 80% gross margin, an indicator of profitability, is well above the industry average of 60%.
• Having gone public, American Apparel plans to open another 650 shops across the world.
![Page 14: Currently 143 American Apparel Retail Locations In 11 Countries Worldwide](https://reader036.vdocuments.site/reader036/viewer/2022062616/54956207ac79593b2e8b4e29/html5/thumbnails/14.jpg)
![Page 15: Currently 143 American Apparel Retail Locations In 11 Countries Worldwide](https://reader036.vdocuments.site/reader036/viewer/2022062616/54956207ac79593b2e8b4e29/html5/thumbnails/15.jpg)
![Page 16: Currently 143 American Apparel Retail Locations In 11 Countries Worldwide](https://reader036.vdocuments.site/reader036/viewer/2022062616/54956207ac79593b2e8b4e29/html5/thumbnails/16.jpg)
![Page 17: Currently 143 American Apparel Retail Locations In 11 Countries Worldwide](https://reader036.vdocuments.site/reader036/viewer/2022062616/54956207ac79593b2e8b4e29/html5/thumbnails/17.jpg)
Thank you