What I particularly like about the tour through the American Apparel Factory is that the human side of the company shines through; in its attempt to reposition its brand, the human element will most likely be there greatest asset. Have a look a the video to get a sense at how quickly they conceive and create a pair of metallic pants.
Implications - American Apparel has been struggling to shed negative press and a looming bankruptcy. By bringing the consumer inside their offices they create a sense of transparency and connection. Companies looking to rebrand themselves should value transparency.