American Apparel, Los Angeles, announced the launch of larger and more elaborate kids’ and babies’ lines of clothing. Responding to countless requests from customers and employees for American Apparel in youth sizes, the company has translated dozens of its adult styles for the children’s lines and incorporated new colors and designs.
“We’ve received so many letters from parents asking us to ‘shrink down’ some of the signature styles for their kids,” commented American Apparel creative director Marsha Brady. “The ones we started with are simple, practical, fun solutions for parents short on time; they already know the styles and how comfortable they are. We’ve been looking forward to building this part of our line and are very happy to have answered this demand.”
Earlier this year, the company tested a child’s version of The Shiny Legging to great success. Upcoming additions from American Apparel for kids will include the bloomer, gingham button-down shirts, suspenders, high-waist skirts and several styles of print leggings.
Brady continued, “The goal was to make pieces that kids and parents could rely on over time. 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’ll 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.”
American Apparel currently sells the kids’ and babies’ lines at more than 70 U.S. retail locations, several international shop, and online from its Web site. As the company’s target customer has matured and begun to include larger numbers of parents, there has been an increased retail and wholesale demand for American Apparel basic styles in children’s sizes. In expanding in this area, the company also has an opportunity to reach out to a consumer who may not otherwise have shopped at American Apparel.
For more information on American Apparel, visit www.americanapparel.com.
