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Results / American Apparel

Re-launching cult fashion basics brand American Apparel in the UK.

After a spell of four years out of the market and with an all-new LA team in the driving seat, Fabric PR was tasked with driving a high exposure brand re-launch strategy for the UK. So successful was the first month’s results that the client extended the agency’s launch responsibility to cover France, Germany, Italy and Spain.

Armed with a cracking street-cast creative campaign and a compelling body positive message, Fabric PR introduced the new-look American Apparel and its ‘Back To Basics’ campaign to a captivated UK fashion audience.

Now under new ownership in the shape of global clothing heavyweight Gildan, American Apparel celebrated its UK return with a new emphasis on diversity, empowerment, individuality and a playful, sexy spirit.

Synchronising with the launch of American Apparel’s new UK website, Fabric PR lit the fuse on a big impact, high visibility news-led media strategy resulting in over £1million of AVE coverage in the campaign’s first month.

Newspapers including The Guardian, The Daily Telegraph, Evening Standard, The Independent, and Metro led the charge, with Tier 1 fashion titles including Vogue, Grazia, Stylist and GQ among others, combining to pitch the media spotlight on American Apparel, the biggest re-launch story of 2018.