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Media Advisory

American Apparel Honored For "Marketing Excellence" At LA Fashion Awards

October 24, 2005

Los Angeles (CA)-This past Friday night, American Apparel took home the award for "Marketing Excellence" at the first ever Los Angeles Fashion Awards. Other nominees up for this honor included BCBG, Guess, Paul Frank, and Roxy/Quiksilver. Elizabeth Saab, who introduced this category, defined the award as the merging of artistic execution, the creative use of media outreach channels, and a gain in sales. Dov Charney accepted this award on behalf of his company and thanked the members of his creative team, the employees and supporters of American Apparel, and the City of Los Angeles.

The award comes shortly after an article in AdAge in which American Apparel was praised for its advertising campaign. Simon Dumenco explains: "[The] ads are not only hot (they show sexy employees modeling the merch) and briskly reinforce the brand message (which is about well-constructed, no-frills, eminently wearable, sweatshop-free clothing), but are refreshingly not celebrity-obsessed. And the ads, which have become staples of indies like Vice (which makes AmAp sort of a newer version of Absolut Vodka—a corporate Medici for provocative magazines), have a genuinely interesting narrative through-line (the new "!Viva Mexico!" ad, for instance, stars a guy named Eduardo who is helping to open AmAp's store in Mexico)."

Labels and manufacturers face the challenge of setting themselves apart amongst an over-saturated advertising marketplace where brands and their images come and go. This achievement for American Apparel not only validates their success, but also pushes the company to maintain their reputation as marketing pioneers in the fashion industry.



For further information about American Apparel, visit www.americanapparel.net