American Apparel has branched out to selling bed sheets. The previously all â€œapparelâ€ store has decided to make sheet sets made of the same ultra-soft Fine Jersey cotton material as their classic t-shirts.
Just think, this new sheet set will allow American Apparel to make even more seductive advertising poses on beds.
Implications - This American Apparel move reflects a savvy expansion of their business objective into new markets beyond their traditional product line -- a move that should be applauded rather than discouraged. A company like American Apparel could have settled for sticking with the safe status quo, but by taking a risk, they have the potential to make a bold impact on a market they might otherwise never have benefited from.