One of my favourite 'not so basic' basics store American Apparel is experiencing some financial difficulty's.
American Apparel has ballooned to 280 stores in 20 countries in recent years, but also had double-digit drops in same-store sales in its past two quarters and a US$120-million debt as of June 30.
In a last-ditch effort to improve flagging sales, Mr. Charney(chief executive and owner of 53% of the company's stock) is quickly repositioning the company's image and clothing style. This month he declared the hipster trend, which has been powering his expansion through the past three years, "over." He is moving his product with its ageing customers, swapping neon bike shorts for preppy blazers.
I love American Apparel and hope that the company can survive during these hard times.The last purchase i made from them was a multi print t-shirt which can be worn with several different styles of clothing .( picture above )
For me they are all about quality not quantity, i could probably buy 30 basic t-shirts in Primark for the same price as one from AA, not that that would ever happen...