case study

American Apparel

Revolutionizing the Retail Industry Client Profile

American Apparel


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 Challenge

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.

Our Approach

With Object Edge 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.

The Results

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 eCommerce platform, they have continued to deliver an increase in eCommerce 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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