American Apparel has always kept a certain level of credibility amongst the trend setters, their cult advertising selling sleaze and sex from real people gave their brand an edge over the bland High Street copycat designs. This forward thinking was reinforced by the location of their stores, historically they chose urban suburbs in the throng of hip fashionistas, Hoxton in London and L.E.S in New York. However, their latest choice has seen them becoming more mainstream. Oxford Street in London is the home of M&S and Boots and now it sees a new face. Despite the increase they will see in footfall, they have weakened the brand and will see the edgy youth market slipping away from them, as the pretty young things search for something new no one has heard of...
