American Apparel is Finally Arriving in BrazilErika Palomino
May 9, 2008
Known for its line of basic wear and functional clothing such as t-shirts, sweat suits, jeans, socks, belts, and underwear, the brand is due to open its first store in the country in the beginning of August at 433 Oscar Freire Street in São Paulo.
As the company doesn't work with seasonal products, the store will carry the complete product line including the metallic tights! "Everything is the same in every store", says Tais Lima, American Apparel's representative for South America. "What we do is launch the products we think are the coolest no matter the season", she adds.
Along with the mentioned products, the collections also include underwear, infant and organic product lines. Produced with 100% natural cotton (no use of pesticides) and natural dyes that do not pollute the environment. With 187 stores spread throughout the world, the American giant wants to make São Paulo its primary distribution point to other cities in South America as part of its aggressive expansion plan.
With its strategy of going against the mainstream of its competition, the company follows what Tais calls a "capitalist-socialist" model of business. The entire production is centered at its head office in Los Angeles. "We have a different concept. We want to be profitable, but not at the expense of exploiting anyone, that is why we do not produce anything in China", she justifies.
"Our models are common people. The photographers responsible for the photo shoots also work in the industry. We don't need an ad agency", summarizes Tais reinforcing the American Apparel concept.
Read the Portuguese version here
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