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American Apparel Expands Kids Basics

(Filed Under wholesale Basics News). American Apparel is launching a line of kids and babies clothing designed to mimic many of its best-selling adult styles, in addition to incorporating new colors and designs. Included in the approximately 30 styles will be printed girl’s leggings, solid-colored tights, and legwarmers, as well as bathing suits in boys and girls styles. This line will be sold at American Apparel stores in the United States and internationally, as well as through the company’s website.

The launch of this line follows the introduction of a children’s version of American Apparel’s shiny legging earlier this year “to great success” according to the company. In expanding in this area, the company reported that it hopes to serve its preexisting clients as well as attract new customers. As its target customer has matured, the company said, it has begun to include a larger number of parents, and the demand for children’s sizes has increased.

"The goal was to make pieces that kids and parents could rely on over time,” Marsha Brady, creative director of American Apparel, said. “Our adult styles are pieces that people buy over and over again and we want that to be true for kids clothing as well. We will be the place where that same piece will always be available, no matter how many seasons have passed, or how much the child has grown. Once a basic works, it works.

"We always listen to the design suggestions of our workers. Many of our employees and models have become parents, and have been very vocal about wanting to dress their kids in American Apparel. It was their ideas and feedback, and frankly their pleading, that prompted us to design for this additional need that our customers also have," She continued.

As of July 31, 2009, American Apparel—a manufacturer, distributor and retailer of branded “fashion-basics”—employed 10,000 people and operated over 275 retail stores in 20 countries, as well as wholesale business.

more wholesale Basics News >>

Published 08-27-2009 by Amanda Torres Price

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