Wednesday, November 30, 2016

Gildan Activewear Makes a $66 Million USD Bid for American Apparel

It has been reported that Canada’s Gildan Activewear has made a bid of $66 Million USD for the flailing American Apparel. The Gildan offer is the only binding offer that American Apparel has received and it is only for the brand and manufacturing assets, not its retail outlets. While there is brand crossover in terms of products, both companies partake in screen printing and make wardrobe essentials, there’s quite the difference when it comes to brand image. American Apparel’s edgy marketing is at direct odds with Gildan, who have often used its advertising to mock campaigns that rely on near-nudity. The acquisition would be part of Gildan’s basics range, with the company having already expanded into branded apparel as well as producing for the likes of New Balance and Under Armour.

Canada's Gildan Activewear Makes $66M Bid for American Apparel

MONTREAL, Canada - Gildan Activewear Inc. is spicing up its image with a bid for American Apparel Inc., the racy and embattled purveyor of jerseys and tights. If the tie-up succeeds, they'd be fashion's new odd couple. How odd? For an answer, look no further than the companies' advertising strategies.