Last Thursday. Your usual strategy class.
I talk about companies' vision and mission statements and after a dozen different examples and a look at a few websites I decide to go on American Apparel's website.
Well, that just got us ahead on the game theory lecture: we got Tits for tat on the large screen.
Great.
When I say tits I mean it literally: full size pic of a young woman half naked in a more than suggestive pose. Not too classy. But then again that's American Apparel. They don't do soft porn like Calvin Klein, they're more Hustler types.
This is 2008 and companies still feel they need to use sex to sell. Even though we are inundated by sex, they still use it. Considering how AmAp same store numbers sales have gone down in the past year, they may want to rethink their positioning altogether.
Now that's the problem with porn, it's like chocolate. Too much of it just...kills it.
Even if it rocks your boat, you can't be rocking all day, everyday, that's just a one way ticket to getting sea-sick...
But porn is everywhere in our pro-consuming society. I discovered a new kind of porn: food porn! Big zoomed pics of mouth-watering stuff. Check it out
But watch out! too much may have you feeling a tad queasy
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Steph, my initial reaction to your post is that you are 100% correct about the suggestive nature of American Apparel's advertising campaigns. However, I think that it's really important to point out that American Apparel makes a concerted effort to market clothing to a clientele that is markedly "average". I'll admit that the greatest exposure that I have to their campaign is on the back of the Montreal Mirror every Thursday, but in my experience, the company seldom goes out of its way to photograph what I (in my humble, twenty-something guy opinion) would consider above average women.
My point is simply this: while sex is being used to sell their clothing, I find that they strike an interesting middle ground that suggests that anyone, whether a model or not, can look sexy. Bottom line, people can relate and I think that its well executed and effectively skirts the boundary of tastefulness given the environment that we live in. People aren't tired of the chocolate yet I don't think - the proof is in their success.
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