American Apparel. (American Apparel Store)

Member Name: prekrassnyi

Product:	American Apparel Store
Date:	19/02/09 (59 review reads)
Rating:

Advantages: wellmade, fairtrade, lots of variety

Disadvantages: expensive, some things are unwearble or a little too skimpy...

Recently I've been lucky enough to visit the American Apparel store in Liverpool One, a location that is ideal for such a strong yet basic fashion brand.

The biggest advantage to this and the reason why I will suggest to always go to their nearest store instead of risking the internet site is that you'll actually get your goods as the internet service from American Apparel is notoriously bad.

I'll assume that all the stores have the same basic layout/service standards but this review describes exactly my experience at the Liverpool On store and a little bit about the people behind this brand.

American Apparel has become a fashion staple, frequently featured in Look, Elle and any other fashion magazine you could care to name. Celebrities have jumped onto the 'fashion basics with edge' bandwagon and American Apparel is currently expanding their business here.

In a time where Primark is sweeping up on the high street, it seems strange that a store that sells hooded sweatshirts for forty pounds is doing well enough and I can only put it down to more conscious ethically based choices being made by their customer base who are probably in 16 -25 bracket.

There is a actual reason for these prices - the company based in Los Angeles provides a fair wage for their workers as well as a host of nice benefits (free bikes, childcare, healthcare, etc) which all have to passed down onto us, the consumer. They use Fairtrade materials, limit their impact on the environment and use 'ordinary' models (although the head of the company has a tendency to make sexualised ads - you can't deny that they work and confirm what everyone knows anyway - sex sells!). A company where everyone benefits.

How exactly do we benefit? Well, apart from the fuzzy feeling you might get knowing that no-one has died to make your t-shirt, you're getting a very high quality products. I've never been disappointed with anything from American Apparel and I've bought a lot of things from here.

Back to the store, it's laid out spookily alike to a Nike or JJB Sports - all white and chrome and plastic fittings. Multicoloured variations of each garment are grouped together but here isn't any particular theme to the layout which is a little frustrating - skirts aren't all grouped together, etc - but it's easy enough to find your way around. The manniquins are well put together, showing you combinations and uss of clothing you wouldn't have imagined and here and there, are offering of jewelry (very ugly, unfortunately) and magazines of questionable content.

The sizing of the clothes is not exctly generous - bodysuits and the such cannot be returned so it's best to try things on if you can. The changing rooms are very well lit but not exactly flattering. Generally, the unisex sizes if you're a women work so you buy a size down from your 'AA' size. I'm a size twelve and fit early everything in a Medium comfortably. My mother, a much larger lady, fits some of their X-Large.

The style is very basic - basic t-shirts, basic yoga pants, etc - all in a variety of colours and/or patterns but they're generally very well-made and the cuts are extremely flattering - there's at least one item that everyone could use in their wardrobes as a staple. So, it has mass appeal and can be dressed up or down. Another plus for a student who needs to keep their clothing budget down but also needs to consider quality.

The staff at the Liverpool one store are mostly male, dressed in American Apparel, friendly once you attract their attention and obviosuly feel a lot of pride in their product and display good product knowledge. By not stenciling their ethics all over the walls ala Lush, they've become a stronger fashion brand and are actively seeking a larger customer base (in my opinion) that will be attracted by the look and maybe re-think the perception that hippies just wear clothes made out of hemp and fairtrade, organic, environmentally friendly does not mean boring!

Summary: Expensive but worth it!