American Apparel knows their target audience.



To us old fogies, the faux- titillating and trying-too-hard American Apparel ads just make me want to turn the page. I mean sure, sex sells, but when a brand bludgeons you to death with skin it gets tired fast. (See: Abercrombie & Fitch.)

However, these ads aren’t for me. They’re aimed at teens and early 20-somethings – exactly the target audience that would sneak these ads into the bathroom to… well, yeah. They’re at the age where it’s not crazy to think “If this hot chick thinks American Apparel is cool, maybe I’ll get laid if I wear it.” They’ll talk about these ads and show them to their friends. I mean when you’re 15, a boob is a pretty major thing.

Is it creative advertising? Not by a long shot. It’s actually pretty lazy advertising. But is it smart advertising? I think you could argue that point.


2 Responses to “American Apparel knows their target audience.”

  1. 1 Little Penny

    Remember when there was outrage over the Calvin Klein “kiddie porn” campaign? Totally common place now.

    I’m fascinated by the subtle art direction differences of these “sex sells” campaigns.
    Calvin Klein: Same formula since Kate Moss’ and Marky Mark debuted for Obssession
    Abercrombie and Fitch: Overtly pushing Gay softcore porn on Midwestern frat boys.
    American Apparel: Internet amateur porn.
    Hooters: Sex appeal based on an 80s PG-13 movie
    Go Daddy: Ads written by 13yr olds.

  2. 2 dognpony

    What I find funny is that the Fashion category is one of the few advertising areas that consistently get away with concept-free executions.

    I mean, every once in a while you get the Old Navys of the world that do fashion advertising with an idea behind it. But more often than not, you get all the stuff that fills up the pages of GQ and Elle – pretty pictures that don’t really show off the clothes and have nothing to do with anything.

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