Pimp My Retail: Translating American Apparel for the European Shopper

American Apparel is an incredible success story. The company is often studied and referenced—from business schools to fashion schools—for their revolutionary approach to manufacturing and wholesale as well as their brave marketing strategy.

Yet their approach to retail leaves many customers confounded—the stores seem to convey 'cheapness' while other aspects of the business convey quality. According to the Spanish Design firm, VX Lab, this has been a particular problem in Europe where the experience can differ greatly from country to country. So we asked them to recommend a few inexpensive, specific ideas that could improve the stores for European streets.

THE CURRENT LOOK

SOME SOLUTIONSA. Unification of facades using design standards – OSB wood is currently a popular material for retail display as it is cheap, resilient, and can be easily color tinted. Its possible to pattern the material with a zig-zag design, creating plates that can be displayed horizontally or vertically.

SOME SOLUTIONSA. Unification of facades using design standards – OSB wood is currently a popular material for retail display as it is cheap, resilient, and can be easily color tinted. Its possible to pattern the material with a zig-zag design, creating plates that can be displayed horizontally or vertically.

SOME SOLUTIONSB. Product display furniture – "Less is More" should be an introductory class taught in every design school. Let the product breath in the space and in order that it can be more visibible. This will increase the perception of value. Here are some sketches of 100% customizable furniture possibilities.

SOME SOLUTIONSB. Product display furniture – "Less is More" should be an introductory class taught in every design school. Let the product breath in the space and in order that it can be more visibible. This will increase the perception of value. Here are some sketches of 100% customizable furniture possibilities.

SOME SOLUTIONSB. Product display furniture – "Less is More" should be an introductory class taught in every design school. Let the product breath in the space and in order that it can be more visibible. This will increase the perception of value. Here are some sketches of 100% customizable furniture possibilities.

SOME SOLUTIONSB. Product display furniture – "Less is More" should be an introductory class taught in every design school. Let the product breath in the space and in order that it can be more visibible. This will increase the perception of value. Here are some sketches of 100% customizable furniture possibilities.

SOME SOLUTIONSC. Storefront– AA wants to convey a trendy, provocative and sexy image. Sorry to say that a cheap mannequin and some posters are not conveying that message. Seasonal storefronts are a solution.

ENVISIONING THE UPGRADEExteriors

ENVISIONING THE UPGRADEExteriors

ENVISIONING THE UPGRADEInteriors

ENVISIONING THE UPGRADEInteriors