Often described by journalists and bloggers--and rightfully so--as bordering on soft amateur pornography, American Apparel fully embraces the reputation with a new wave of ads that feature women from the adult industry as models.
American Apparel CEO, Dov Charney, must have figured that it’s best to use the professionals in the campaign. First of all, they can’t sue him for sleazing them up; secondly, it adds an authenticity to the ad.
This ad we’re featuring here has Canadian pornographic actress Lauren Phoenix wearing long socks with a copy that reads, "Safe to say she loves her socks." The copy is a cheeky reference to her as an adult star and male organs.
Like it or not, the campaigns are working well when it comes to numbers. While most businesses are suffering, American Apparel reported a 3 percent sales gain in December alone, with a forecast of a 10 percent same-store sales gain for the full Q4.
Fashionable Pornvertising
American Apparel Uses Adult Industry Pros for Authentic Sleazy Ads
Trend Themes
1. Pornvertising - The use of adult industry professionals in advertising campaigns for fashion brands as a way to add authenticity to the ads and increase sales.
2. Controversial Marketing - The use of controversial or taboo themes in marketing campaigns as a way to generate buzz and increase brand awareness.
3. Authenticity as a Marketing Tool - The use of authenticity, even if it's controversial, as a marketing tool that appeals to a specific target audience and generates sales.
Industry Implications
1. Fashion Retail - Fashion brands using controversial or taboo themes in their marketing campaigns to increase sales and generate buzz.
2. Adult Entertainment - Adult industry professionals being hired as models for fashion advertising campaigns as a way to diversify their revenue streams.
3. Marketing and Advertising - The marketing and advertising industry exploring new and controversial themes as a way to create effective campaigns that generate sales and increase brand awareness.