American Apparel on the Move-in Japan
Los Angeles’ own American Apparel is going mobile—in Japan.
The company launched its first mobile e-commerce—that’s “m-commerce” for those of us keeping up with the latest jargon—for the Japanese consumer.
Located at http://mobile.americanapparel.co.jp, the m-commerce site operates much like the company’s Japanese e-commerce site, allowing customers to shop through a phone’s browser rather than via an app. The m-commerce site will also feature real-time inventory and will offer COD payments.
According to the company, Japan was a natural choice for the American Apparel m-commerce launch.
“Mobile marketing is more important in Japan than in any other region,” said Dov Charney, founder and CEO of American Apparel.
“The majority of teen-agers in Japan actually use their mobile phones for apparel shopping. It was clear that this would be a great new way to serve our Japanese customers in a way that they’ve come to expect from other retailers.”
In addition to m- and e-commerce, American Apparel also has options for the traditional bricks-and-mortar shopper in Japan, as well. The company has four stores in Tokyo and one in Osaka.—Alison A. Nieder
