4. In your opinion, do Second Life user-experiences develop a relationship between American Apparel and customers that strengthens customer loyalty? American Apparel (americanapparel.net) is a vertically integrated manufacturer, distributor, and retailer of branded apparel, based in Los Angeles, California. Recognized as a unique retail brand in the global market, American Apparel operates 190 retail stores in 15 countries, employing over 7,000 people. The company's progressive business strategy and provocative advertising campaigns have set the company apart in the fashion world. One first-mover strategy to set them apart was to enter Second Life.