Keeping the American in Apparel: US clothing manufacturer uses Internet of Retail to stay in fashion

American Apparel is US clothing manufacturer, designer, distributor, marketer and retailer headquartered in Los Angeles, California. It is vertically integrated company that extends from its web presence to more than 250 retail stores. By integrating all aspects of production and eschewing outsourcing, American Apparel's usp is that all its garments and products are made in-house at its huge factory in Los Angeles. Vertical integration achieves a very fast turn-around time from design concept to the finished product and, as a result, the company's gross margins are significantly higher than other clothing brands. Thoryn Stephens the secret of the company's success lies in its redefinition of retail as a business, total customer centricity, its strength as a brand and the value consumers place in it. Underpinning everything is IoT and Internet of retail technologies and processes that enable the deep mining of masses of consumer data to provide exactly what America Apparel's customers are looking for in fashion.

Filmed at: The Internet of Retail 9-10 February 2016, Crowne Plaza Gerrards Cross, Buckinghamshire