Bjorn Borg’s, competitor American Apparel has launched an expansion of their shop-in-shop concession at Selfridges by opening another concession in the Manchester Trafford Centre’s Selfridges. This has come, just after launching in London and therefore now has concessions in the Selfridges in London, Manchester and Birmingham. This expansion is very clever marketing, working with Selfridges to help build the brand and brand awareness.

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·         Renowned for its high-quality cotton staples and fashion-forward thinking, top US label American Apparel has launched its latest shop-in-shops concept at Selfridges in Manchester’s Trafford Centre.

·         American Apparel is the go-to store for fresh classics, fun accessories and on-trend winter wear.

·         Expand its Selfridges concession at locations in the Trafford Centre and Birmingham’s Bullring Shopping Centre.

·         American Apparel currently operates 249 retail stores across 20 countries worldwide and employs approximately 11,000 people.

“We’re continuing to build American Apparel as an international brand and expanding our partnership with Selfridges is the perfect way to do it. These new stores are an opportunity to reach new customers in the UK and provide a great shopping experience.”

Marsha Brady, a creative director for American Apparel

http://menmedia.co.uk/manchestereveningnews/advertorial/s/1469479_new-year-new-location-for-american-apparel