American Apparel Looks for Branding Play With New Live Nation Deal

American Apparel parent Gildan said it struck a deal with Live Nation that should give its basics brand a boost at some of the entertainment company’s music venues and festivals. The deal is seen as deepening an existing working relationship between the two, in addition to bolstering American Apparel’s focus on the direct-to-consumer segment via its online channel. Plans to shelve a brick-and-mortar store in the near term were confirmed last month, although the company still maintains a lease on the building bearing the American Apparel name. The three-year partnership makes American Apparel the official printwear partner title for 16 Live Nation music venues and six music festivals. The company revealed the news just days ahead of the Memorial Day weekend when BottleRock Music Festival in Napa, one of those six music festivals included in the partnership, kicks off. The other five festivals included in the deal include Bonnaroo, Rolling Loud, HARD Summer, Mala Luna and EDC Orlando. The venues include the Hollywood Palladium and The Wiltern in Los Angeles, the Fillmore in Philadelphia and Washington, D.C., and The Bowery Ballroom and Gramercy Theater in New York, in addition to amphitheaters such as the Hollywood Casino Amphitheater in Chicago and Dos Equis Pavilion in Dallas. “When

Follow WWD on Twitter or become a fan on Facebook.

Read More...

from WWDWWD http://bit.ly/2VU9faK