Please expand on this proposal for a brand extension.

Key Questions to Answer:

• What is the brand name of your for-profit business/organization?
• What is the new product, not currently in existence, that will generate revenue for which you will prepare a marketing plan and strategy during this class? Give the product a name and briefly describe it.
• Look up brand extension in your Kotler text and describe whether your product is considered a line or a category extension.
• How will you acquire information to prepare your marketing plan during this class? What research will you undertake? Be specific.
• Describe the key customer market (i.e., who are you targeting?).
• Will your new product be marketed domestically or globally? Why?

In the past, American Apparel have had some controversial advertising campaigns. Namely half naked women in a sex act or just plain half naked. The British Advertising Standards Authority, an independent regulator of advertising across all media in the United Kingdom, stepped in repeatedly to ban ads that it deemed offensive and irresponsible. The practice of sexualizing models that appeared to be underage or that were pictured in vulnerable or compromising positions were banned ("American Apparel: The Rise, Fall and Rebirth of an All-American Business The Fashion Law," 2017). The CEO, Dov Charney, required potential employees to include a picture of themselves with their application so that he could personally judge them based on their looks alone. Anyone not meeting these set standards were fired or not hired. They claimed that the clothes were made in America, which they were, however in sweatshops in California with mostly illegal workers. The idea behind the advertising, is using women that fit a certain body type, young and sexy. They are not models, but friends of the former CEO and employees. They are selling sex, not clothes.

The clothing ranges from XXS to 2XL for shirts, with the pants and skirts ranging from XS to XL (Ethically Made - Sweatshop Free | American Apparel, n.d.). There was not inventory at the stores for Individuals requiring larger sizes for two reasons, they did not want to sell to them, or they were not welcome to shop at the stores. Pants and skirts need to be bigger. They need to range from XL to XXXL that way more women can wear the clothes.

Welcome to the new American Apparel+. The American Apparel+ that looks at the whole woman. At American Apparel+, we understand that women come in all shapes and sizes. The new clothing will enable all women to purchase and enjoy the clothes. We will be selling to the marginalized women, the ones that are not a size 0. We want everyone to have the chance to shop in our stores and wear our clothes.

This should be a considered line extension because it is like the product this company is currently selling only made for a different type of consumer. According to Kotler, a brand extension extends a current brand name into new product categories and a line extension occurs when extending into new forms, colors, size, etc. (Kotler & Armstrong, 2017). The idea behind this is to extend different version of your product that would fit needs of other consumers or market segments while taking advantage of the name recognition of the original brand. For example, maker of a popular deodorant may introduce shampoos, bath soaps, body oils, etc., under the deodorants name. In many markets product line extension is a competitive reality because companies must adapt while product categories evolve. This marketing strategy is encouraged by some marketing experts and frowned upon by others.

The information that will be used will be important in achieving this assignment originating from, online sources and scholarly articles that help this kind of advertising strategy. There is a great deal of data out on advertising plans that include line augmentations and how to make the objective portion of the decision appealing. By looking at comparable marking technique and maintaining a strategic distance from regular mix-ups and/or even learn from those who fizzled out doing this sort of strategy.

This product will roll out globally. While the U.S. ranks 12^th in terms of obesity with approximately 36.2 % of the adult population (Global Obesity Levels - Obesity - ProCon.Org, 2020) there are countries with higher obese population.

Selling globally would extend the sales life of products, reduce dependence one market and also expand business. There would be a greater demand for American Apparel+ globally than just domestically.

American Apparel+ is targeting women of certain size, the plus size women. By doing this, women can dress fashionably instead of the ugly clothes that normally are available to plus size women. American Apparel+ looks forward to bringing this product line to life.