American Rag Trade to Enter China


American Rag

American Rag owner Tailgate Clothing Company, Corp. based in New York, NY was clearly tongue in cheek when it chose the slang version for its brainchild American Rag in 1997. It has announced intentions of penetrating the Chinese clothing market with jackets and hoodies similar in style to those of Superdry. It will be interesting to see how the two campaigns compete and who comes out on top.

Read more about Superdry Clothes for China

American Rag Spoiling for the Fight

American Rag applies weathered graphics and traditional washes to produce Vintage Collegiate and Classic American sportswear using authentic manufacturing methods. These have a rebel retro look appealing to twenty- and thirty-somethings. Like Superdry, it is hogtied into bricks and mortar, although no doubt it will move rapidly into online shopping once it discovers the vast Asian potential.

Glimpse PR to Head the Charge to China

Marketing strategists Glimpse PR appear to be the right consultants since they plow a narrow niche advising foreign corporates how best to target Chinese consumers. They are developing and rolling out a campaign for American Rag that embraces copywriting, design, events, media relations and social-media management appealing to all tastes.

“Given that it is American Rag’s first entry in the Chinese market, it currently has low brand awareness but holds an aggressive expansion strategy plan for the next three to four years,”

Glimpse managing director Mabel Yao told PR Week and she certainly seems to know her oats.

Social Media Head American Rag Online Campaign

Tailgate Clothing Company, Corp. appears to be using reverse psychology to launch its online shopping campaign that must follow on from high street shops. It will be engaging with Chinese consumers on WeChat and Weibo to communicate brand history, and the cultural significance of denim. It may not be long before the name to watch in online China clothing shopping becomes American Rag.

About Author

Social Brand Watch (SBW) is a collection of experts in digital, mobile and social media in China. SBW was created to complement Resonance's China Social Branding Report, a bi-weekly report focusing on modern marketing methods of the world's top brands in China.

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