American Apparel Snatches Tutorial Market Away from Teens with Web Cams


American Apparel is using YouTube to push a series of tutorials that teach all the different ways you can wear Le Sac, a versatile little sheath with string.

The vids are short, clean and to-the-point. Certainly helps that the demonstrator is easy to look at and listen to. (Can't help going there, but we speculate whether the Infamous Dov ever tried copping a feel. It's an unpleasant thought.)

Here's a variant called "The Dominatrix":

And here's one called "The Mini." Don't try this one first because it actually involves cutting the dress:

The videos started appearing shortly after it became clear there was a need in the sack dress how-to niche, and the only people filling it were girls whose dads will probably ground them when they discover they've been playing with their dress straps in front of expectant audiences.

by Angela Natividad    Aug-26-09   Click to Comment   
Topic: Brands, Campaigns, Video   

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