Lingaliro la kulenga kampani ya American Apparel kuti apange zovala ndi Canada Dov Charny. Kale mzaka za m'ma 1980 iye adabweretsa zinthu zakuda ku Canada kuchokera ku Canada, kuzigulitsa kwa iwo omwe sanali okonda zovala za Russian. Iye sankakhoza kuthetsa yunivesite, kotero, kubwereka ndalama kwa bambo ake, Charny anasankha kupanga zovala, masokiti, nsonga ndi T-shirt. Pofika m'chaka cha 1997, pamene sitolo yoyamba ya American Apparel inatsegulidwa, chovalachi chinaphatikizapo zovala, nsapato, zovala komanso ngakhale msomali. Chizindikiro cha American Apparel chimasiyana ndi zina zomwe zimapangidwira ku fakitale imodzi ku Los Angeles, ndipo kukhazikitsidwa kwake kumachitika pawekha malonda. Ichi ndi chosowa kwambiri pamene mungathe kuona pa zinthu zonse chizindikiro cholembedwera ku USA.
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Akatswiri samakayikira kuti zovala za American Apparel zimafunidwa chifukwa cha malonda otsutsa. Pochita masewera otsatsa malonda, maofesi a zamalonda amalimbikitsa anthu otchuka owonetsa zolaula, anthu a transgender, atsikana omwe ali ndi zaka zapakati pa zaka zapuma pantchito. Ndichilakolako chokhumudwa ndicho chifukwa chake mtunduwu ukuvutikira nthawi zonse kuti ukhale ndi moyo, chifukwa chaka chilichonse zovala zimalengezedwa potsatira chilango, ndipo Dov Charny amakakamizidwa kulipira ngongole. Woyambitsa kampaniyo amatsutsidwa nthawi zonse chifukwa cha chizunzo, koma izi sizikhoza kutsimikiziridwa chifukwa cha ndondomeko yoyenera pa kusadziwika kwa mikangano mu mgwirizano wolembedwa ndi antchito onse a American Apparel. Koma amene anayambitsa chizindikiro sakuyesera kuti athetse vutoli, kusinthanitsa pafupi ndi zomwe zimaloledwa.
Kutsutsa zovala
Filosofi ya American Apparel imachokera ku chisokonezo ndi ufulu wopanda malire, zomwe zimawonetsedwa mu zovala. Polimbikitsa gulu la LGBT, American Apparel amapanga T-shirts ndi zolembera zoyenera. Jeans ndi American Apparel amadziwika kwambiri, ambiri mwa iwo ndi olimba, akutsindika mozama za mawonekedwe a thupi lachikazi. Osati kale kwambiri, mtunduwo unapanga zosiyana, kumasula misonkho ya ma jeans a amayi . Zitsanzo zaufuluzi ndi zofunika kwambiri, chifukwa ndizovuta. Ngakhale kuti ndondomeko yamtengo wapatali, zovala zatsopano zimagulitsidwa mofulumira kwambiri. Chikondi chapadera kwa atsikana chimagwiritsidwa ntchito ndi nsapato za tenisi ndi zazifupi American Apparel, zomwe zimalola kupanga zithunzi zosautsa. Mwa njira, ngati mukusowa chovala chokwanira kapena chitsanzo pansi, mtundu wa American Apparel sungathe kupereka chirichonse. Charney amakhulupirira kuti zovala ziyenera kukhala zotseguka komanso zosangalatsa monga momwe zingathere.
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Koma chikhumbo chododometsa sichikutanthauza kuti okonda chizolowezi choletsedwa sangathe kutenga zovala kuchokera kumagulu ambiri omwe amaperekedwa kwa akazi a mafashoni kuzungulira dziko ndi American Apparel. Zovala zosasangalatsa zachikondi za mtundu wa pastel, skirts, zovala za lacy crochet-topps and blouses lace zimaperekedwanso ku kampaniyo.
Zaka zingapo zapitazo, kampaniyo inapanganso matumba amitundu yambiri. Pokhala mu zovala zanu thumba lakutumizira kapena chikwama cha American Apparel, ndi zophweka kupanga zovuta zowonongeka za tsiku ndi tsiku! Zovala zopangidwa ndi American brand ndi zabwino kwa atsikana aang'ono omwe sali wamanyazi kuti asonyeze kukhala pawokha ndipo ali okonzekera kuyesera kwa mafashoni opusa.
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