May 05--American Apparel is soliciting ideas through a crowdsourcing campaign for products that are made in the U.S.
The Los Angeles-based company, which recently announced that it might start outsourcing some manufacturing to another U.S. clothing maker, is asking vendors to submit proposals for U.S.-made goods that would retail for $100. The products should fall into certain categories, such as footwear or fragrances, the company said.
Vendors must submit their ideas via a 90-second video, American Apparel said in a statement Wednesday. All proposals are due by June 17.
"American Apparel will review each submission, with an eye towards what resonates with the spirit and DNA of American Apparel," the statement said.
There's no guarantee that any of the ideas will ultimately be sold by American Apparel. The company said it "will contact the selected vendors to discuss the terms for a future business relationship."
The "Made In" campaign comes on the heels of American Apparel's decision last month to lay off about 500 workers, and the announcement of its possible plans to outsource some garments.
Experts said American Apparel may eventually move all its manufacturing out of Los Angeles and to a part of the country, such as the South, where production costs are less. California's recently enacted minimum wage of $15 an hour will also put pressure on the company as well as other clothing manufacturers, analysts said.
The company reiterated Wednesday that it is committed to American manufacturing.
"We want to continue to support manufacturing in the U.S. by giving small businesses the opportunity to thrive and succeed," said Cynthia Erland, senior vice president of marketing.
American Apparel has faced a period of turmoil following the ouster of founder Dov Charney as chief executive and chairman in 2014. In February, the company was taken private after emerging from Chapter 11 bankruptcy protection.
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