American Apparel recently announced plans to launch a line of premium T-shirts in order to attract higher-end clientele. While the retailer is known for its large selection of basics, now the brand is looking to offer a more luxurious version of its classic tee.
In June, the brand plans to roll out "a premium, beautiful fabric T-shirt." Unlike the brand's existing shirts, the new tees will feature minor tweaks such as lighter fabric and a more contemporary fit. To accompany the launch of the new shirts, the brand will also be initiating its 'Perfect T-shirt' campaign. The new campaign aims to help the brand connect with a more broad range of consumers by featuring models of all shapes, sizes and ages.
The new premium T-shirts and accompanying campaign represent a direction for a company that has undergone much turmoil in recent years.
What Makes This Trend Stand Out
- Premium T-shirts
- There is an opportunity for retailers to appeal to higher-end clientele by offering more luxurious versions of their classic tees.
- Inclusive Marketing
- Brands could connect with a more broad range of consumers by featuring models of all shapes, sizes, and ages, thus creating a more inclusive marketing campaign.
- Tailored Fit
- There is a market for T-shirts that feature a more contemporary fit for those looking for something with a more fashionable edge.
Sectors Adopting This
- Fashion Retail
- Fashion retailers could invest in producing premium T-shirts with better quality fabrics to appeal to higher-end clientele.
- Advertising and Marketing
- Marketing agencies have the opportunity to create advertising campaigns that feature models of all shapes, sizes, and ages to create more inclusive ads.
- Textile Manufacturing
- Textile manufacturers could produce higher quality fabrics to be used in the manufacturing of premium T-shirts to offer a more luxurious version of a classic tee.
