Lecture „Sustainability Marketing – A Global Perspective“ supported by:

Prof. Dr. Frank-Martin BelzTechnische Universität MünchenTUM School of Management

Lecture 5: Values and Objectives

Episode 2: Case Study American Apparel

[Sustainability Marketing – A Global Perspective]Lecture 5: Values and Objectives • Episode 2 • Prof. Dr. Belz

Lecture 5: Overview

Sustainability MarketingTransformations

Sustainability MarketingStrategies

Sustainability MarketingMix

Consumer Behaviour

Socio-ecologicalProblems

Sustainability MarketingValues and Objectives

Source: Belz and Peattie 2012, p. 30

[Sustainability Marketing – A Global Perspective]Lecture 5: Values and Objectives • Episode 2 • Prof. Dr. Belz

Lecture 5: Overview

Episode 1: Brand Ethos

Episode 2: Case Study American Apparel

Episode 3: Interview

[Sustainability Marketing – A Global Perspective]Lecture 5: Values and Objectives • Episode 2 • Prof. Dr. Belz

Learning Objective

Learning Objective:Discuss and reflect the ambiguities of brand ethos.

[Sustainability Marketing – A Global Perspective]Lecture 5: Values and Objectives • Episode 2 • Prof. Dr. Belz

Structure of the Episode

• Style

• Substance

• Sex

[Sustainability Marketing – A Global Perspective]Lecture 5: Values and Objectives • Episode 2 • Prof. Dr. Belz

Style

Source: www.dovcharney.com

[Sustainability Marketing – A Global Perspective]Lecture 5: Values and Objectives • Episode 2 • Prof. Dr. Belz

Style

Source: http://store.americanapparel.net/basics.html

[Sustainability Marketing – A Global Perspective]Lecture 5: Values and Objectives • Episode 2 • Prof. Dr. Belz

Style

Source: http://store.americanapparel.net/women.html

[Sustainability Marketing – A Global Perspective]Lecture 5: Values and Objectives • Episode 2 • Prof. Dr. Belz

Style

Source: http://en.wikipedia.org/wiki/File:Americanapparelheadquarters.jpg

[Sustainability Marketing – A Global Perspective]Lecture 5: Values and Objectives • Episode 2 • Prof. Dr. Belz

Style

Source: www.americanapparel.net/aboutus/verticalint/factory/

[Sustainability Marketing – A Global Perspective]Lecture 5: Values and Objectives • Episode 2 • Prof. Dr. Belz

Style

Photo: Cumulus CloudSource: http://en.wikipedia.org/wiki/File:Shopper_American_Apparel.jpg

[Sustainability Marketing – A Global Perspective]Lecture 5: Values and Objectives • Episode 2 • Prof. Dr. Belz

Substance

Source: www.americanapparel.net/aboutus/verticalint/

[Sustainability Marketing – A Global Perspective]Lecture 5: Values and Objectives • Episode 2 • Prof. Dr. Belz

Substance

Source: www.americanapparel.net/aboutus/verticalint/usa/

[Sustainability Marketing – A Global Perspective]Lecture 5: Values and Objectives • Episode 2 • Prof. Dr. Belz

Substance

Source: www.americanapparel.net/aboutus/verticalint/workers/

[Sustainability Marketing – A Global Perspective]Lecture 5: Values and Objectives • Episode 2 • Prof. Dr. Belz

Substance

Source: www.americanapparel.net/aboutus/corpresp/

[Sustainability Marketing – A Global Perspective]Lecture 5: Values and Objectives • Episode 2 • Prof. Dr. Belz

Substance

Source: www.americanapparel.net/aboutus/corpresp/environment/

[Sustainability Marketing – A Global Perspective]Lecture 5: Values and Objectives • Episode 2 • Prof. Dr. Belz

Substance

Source: www.americanapparel.net/aboutus/corpresp/organic/

[Sustainability Marketing – A Global Perspective]Lecture 5: Values and Objectives • Episode 2 • Prof. Dr. Belz

Substance

Source: www.americanapparel.net/aboutus/political/

[Sustainability Marketing – A Global Perspective]Lecture 5: Values and Objectives • Episode 2 • Prof. Dr. Belz

Sex

Source: http://stylecrave.com/2009-09-03/american-apparel-ads-the-50-hottest-in-company-history/

[Sustainability Marketing – A Global Perspective]Lecture 5: Values and Objectives • Episode 2 • Prof. Dr. Belz

Sex

Source: http://stylecrave.com/2009-09-03/american-apparel-ads-the-50-hottest-in-company-history/

[Sustainability Marketing – A Global Perspective]Lecture 5: Values and Objectives • Episode 2 • Prof. Dr. Belz

Sex

Source: http://stylecrave.com/2009-09-03/american-apparel-ads-the-50-hottest-in-company-history/

[Sustainability Marketing – A Global Perspective]Lecture 5: Values and Objectives • Episode 2 • Prof. Dr. Belz

Sex

Source: www.youtube.com/watch?v=a6Cl_qFMZK0

[Sustainability Marketing – A Global Perspective]Lecture 5: Values and Objectives • Episode 2 • Prof. Dr. Belz

Sex

Source: www.youtube.com/watch?v=nCsSpmWSBoU&feature=endscreen

[Sustainability Marketing – A Global Perspective]Lecture 5: Values and Objectives • Episode 2 • Prof. Dr. Belz

Discussion Questions

1. What are the sustainability marketing valuesof American Apparel? Are they credible andreflected in the corporate brand?

2. What do you think of the sexually chargedadvertisements of American Apparel?Do they enhance or endanger the brand ethosof American Apparel?

[Sustainability Marketing – A Global Perspective]Lecture 5: Values and Objectives • Episode 2 • Prof. Dr. Belz

References

• Belz, F.-M., Peattie, K. (2012): Sustainability Marketing:A Global Perspective, 2. ed., Chichester: Wiley, p. 133-135.

• Crane, A. (2000): Marketing, Morality and the NaturalEnvironment, London: Routledge.

• Crane, A. and Matten, D. (2010): Business Ethics,3rd ed, Oxford: Oxford University Press.

[Sustainability Marketing – A Global Perspective]Lecture 5: Values and Objectives • Episode 2 • Prof. Dr. Belz

In Cooperation