Facebook is currently trying to monetize their peer to peer networks. Today, I noticed the American Apparel banner ad on the right hand side. In bold, it says "Day to Night." It shows 9 girls, 3 across and 3 down, in different phases of dress. Day to Night makes one initially think of work to bed. However, the way that the girl is phased makes the user feel like they are witnessing a story. When stories are told, Americans view them as a linear, left to right process. The past is on the left, the future is on the right. The girl is wearing a blue sweater. Blue represents knowledge and intellect. Furthermore, the sweater connotes conservative. The grey skirt indicates being dull. The top left person is not necessarily who we want to perceive ourselves as as Americans. We view ourselves as exciting. However, the rest of the ad was lost on me. Instead of one story, moving from the top left to the bottom right (black on white. Black indicates night. White indicates being fresh. The two together indicate a fun party), it was 3 different stories. Why only three stories? Finally, it said "Take your daytime look into night ->" The arrow indicates direction, so I looked, and there, was American Apparel. I have never been an American Apparel buyer, so perhaps that is why the meaning was lost. What I deem as American Apparel is different from what the brand manager and buyers deem as American Apparel. However, for a younger demographic, who is not yet working, but always multitasking, it appeals. The three stories, the multiple clothes. People want multi-functionality in their lives. They want to be both professional and fun. Society often limits their ability to be both at once. However, American Apparel liberates people and enables them to simultaneously be both. American Apparel can take advantage of this positioning to appeal to Millennial sentiments and increase business.
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