American Apparel turns to crowdsourcing
Clothing manufacturer American Apparel is to use crowdsourcing to find products to sell in its retail and online stores.
The ‘Made In’ campaign is asking small businesses and vendors to present their ideas for products made in the US which American Apparel can purchase and distribute through its sales channels.
"Cutting and sewing 100% of our garments in America is at the core of our DNA. We want to continue to support manufacturing in the US by giving small businesses the opportunity to thrive and succeed," stated Cynthia Erland, vice president of marketing.
All products, which can include leather goods, footwear, jewellery and fragrances, must be 100% made in the US and retail for $100 or less. Vendors must also be able to manufacture and deliver 500 units of their product within 30 days.
Those interested in participating will be required to pitch their product in a 90-second video. Each submission will be reviewed by American Apparel in order to assess their suitability with successful proposals being selected by June 30. The company insists that this is not a contest and that no prizes will be awarded.
Watch out for the next issue of WSA magazine for more on crowdsourcing.
