After some unfavorable press surronding its hiring process, the American Apparel Factory has opened its doors virtually for tour. The clothing company takes the viewer through the product development process inside their factory in downtown Los Angeles.
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.
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