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American Apparel

Revolutionizing the Retail Industry Client Profile

When a trendy fast fashion company reached out to Object Edge, they were in desperate need of a new and stable platform. They also needed the systems and processes to support that platform with a limited technology team and a very short delivery cycle.

Object Edge was chosen to lead the implementation of a ground-breaking global eCommerce site and strategy, with an ambitious online/offline customer experience vision for a major retail manufacturer.

The Need for a Personalized Customer Experience

The American Apparel factory is the largest sewing facility in North America. Their manufacturing, distribution, and creative processes keep the company self-sufficient and running efficiently. 

Yet as a manufacturer, distributor, and retailer of branded fashion apparel, American Apparel recognized the need to select applications to help grow its global, multi-channel retail business.

This included identifying applications that would allow American Apparel to deliver a personalized customer experience across all channels and touchpoints, including the web, contact center, mobile devices, social media, and in stores.

Finding the Correct Technology & Vendors

After careful consideration, American Apparel selected Oracle ATG Web Commerce and Oracle ATG Web Commerce Customer Service to help grow its multi-channel retail strategy to increase revenue, reduce inventory costs, and extend commerce and merchandising operations worldwide.

Oracle became the partner of choice because American Apparel required a scalable, reliable platform with the ability to personalize offers, cross-sell merchandise, and extend the commerce environment to meet specific requirements.

To achieve its business goals, American Apparel implemented Oracle ATG Web Commerce, Oracle ATG Web Commerce Merchandising, Oracle ATG Web Commerce Search, and Oracle ATG Web Commerce Service Center.

American Apparel also chose Object Edge as its implementation and integration partner. Object Edge is a Gold level member in Oracle PartnerNetwork (OPN). Object Edge drew on its expertise in delivering flexible, highly scalable, multi-channel solutions around the globe for both enterprise and high-growth clients.

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Measuring Results

With Object Edge serving as American Apparel’s implementation partner, Oracle’s ATG platform was successfully installed, along with migration from the in-house system to ATG, and integration of multiple existing backend systems.

The collaboration between the retailer, Oracle, and Object Edge also resulted in the successful launch of multi-country sites, and the quick creation of a stable infrastructure which handled holiday traffic peaks on Cyber Monday and provided on-demand scaling templates.

Most significantly, this partnership resulted in significantly increased sales and new markets. Since launching its new eCommerce platform, American Apparel has continued to deliver an increase in eCommerce sales, with a more than 38% increase over the same period last year. 

Combining a multi-site and multi-country architecture with scalable back-end integration framework enabled Object Edge to help American Apparel launch multiple countries and markets. This included a UK market in one month, and within a span of 2 weeks the launch of Australia, Hong Kong, and Singapore markets. 

This rapid launch was made possible through a combination of process and automation created by Object Edge. It enabled American Apparel’s business and operations teams to launch stores with little to no dependency on technical teams, speeding up the typical timeframe. 

"We are very excited by American Apparel's vision for a seamless retail solution enabling a consistent, multi-channel customer experience. Combining their global growth initiative with a technology solution that supports it is a model that could define the future of retail commerce."

In addition to completing this implementation in six months, including the rapid pace of changes required to meet fast fashion needs, Object Edge was able to deliver an open, scalable platform with the features and functionality to support this company’s growth well into the future.

New Markets:

  • Multi-site and multi-country architecture with scalable back-end integration framework: Object Edge helped launch multiple countries/markets UK market in one month and within a span of 2 weeks launched Australia, Hong Kong, and Singapore markets.
  • Object Edge used a combination of process and automation through which, this partner’s business and operations teams were able to launch stores with little or no dependency on technical teams.

Increase in Sales:

  • Since launching this new e-commerce platform, they have continued to deliver an increase in e-commerce sales, with a more than 38% increase over the same period the previous year.
  • Sales increased more than 59% in December year-over-year, to become the highest sales month in the history of the company’s online business.
  • Sales continued to increase six months later by more than 37% over the previous year.
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