The Big Interview American Apparel has a really bright


future as a strong brand in the international market. We are excited to take this brand to heights it has never been before.


– Garry Bell, Gildan’s vice president of marketing and communication


is where Gildanʼs operational expertise will be utilised. As one of the largest manufacturers of apparel in the world, over time we have developed our own expertise and efficiencies in our own factories, which we can integrate into American Apparelʼs own factories.” In addition to the manufacturing side of things, Gildan has already opened an office in Los Angeles, hiring some marketing and merchandising employees from American Apparel, which will help to ensure the seamless transition of the brandʼs recognised unique, trendy, edgy style into future products. “American Apparel has a really bright future as a strong brand in the international market. We are excited to take this brand to heights it has never been before,” said Garry. At a recent conference call discussing


American Apparel’s stand at P&P LIVE! 2017


Gildanʼs Q4 2016 financial results, Rhodri Harries, executive vice president, chief financial and administrative officer, reiterated Garryʼs comments. He said: “We were pleased to emerge as


the successful bidder of the auction with a final bid of $88 million. American Apparel is a strong brand with a premium positioning in the fashion segment in printwear. “Our big challenge is obviously re-feeding


the line and getting the supply line up and running. Customers have brought a lot of inventory, pre-bankruptcy to support the sales, and we should start shipping product towards the end of April and the beginning of May.”


The future is bright While Gildan has a clear plan for the printwear market, Garry explained that Gildan has not yet formalised a clear


strategy on how to bring the American Apparel brand to the consumer, for this acquisition meant the end of the American Apparel retail stores. He also added that Gildan does not expect to see any financial reward from the acquisition until 2018. Reception to the American Apparel brand


at Printwear & Promotion LIVE! was great. There was a lot of buzz around the products on display as it is obvious they provide a point of difference within the UK printwear market. A few questions were asked about what the acquisition meant for the future of the brand in the UK, but on the whole it was business as usual. Currently garment decorators are encouraged to purchase products directly from authorised distributors, which here in the UK is Ralawise. And as Garry said – the future is looking bright for American Apparel.


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