North American retailer American Apparel is returning to the Australian and New Zealand market through a dedicated e-commerce website.
The new website will sell the brand’s entire 2024 product line.
It has been several years since American Apparel’s Australian business fell into voluntary administration. In 2018, the brand relaunched and began selling globally online, including to Australia.
Now, the brand is selling B2C via a dedicated e-commerce platform.
“We are thrilled to be increasing access to American Apparel for shoppers in Australia and New Zealand, who can now buy this iconic brand with just the click of a button,” Gildan Activewear SRL president of sales, marketing and distribution Chuck Ward said.
“We will also be bringing our newest collections and styles of American Apparel to those markets and will be supporting the brand with our Craft the Culture campaign.
“With this campaign, we're encouraging our customers to channel their creativity, express their individuality, and create timeless memories through our products."
The new B2C website will also include expedited shipping options and dedicated customer support.
As well as the core American Apparel range, the website will sell new products including its ReFlex lightweight fleece, a heavyweight cotton garment dyed t-shirt and muscle tee, a unisex mock neck t-shirt and matching unisex gym shorts, and a sueded unisex t-shirt.
The brand’s range also will continue to be available for wholesale purchase.
The launch of American Apparel’s ANZ website will be supported by a digital marketing strategy to increase brand reach in the region, as well as live activations at key music events such as the Rolling Stones Magazine Awards on March 26 and Byron Bay’s Bluesfest on March 28.