Web Report CardTop marks for American Apparel Web site

The risqué clothing company earns high marks for simplicity.

Grade: A-

American Apparel is probably as well known for its provocative print advertising campaigns as it is for the clothes it makes. Makes sense, then, that these campaigns are the centerpiece of its home page.

A slideshow featuring models in American Apparel clothes scrolls front and center. Visitors can select different galleries and photos and click through to the American Apparel store to purchase any featured items. However, the site sometimes takes visitors to the page with the featured item on it and other times only to a general online store page. This makes little sense.

American Apparel is a clothing designer and manufacturer known for its basic and retro styles—think TV show Three’s Company and you’ve got American Apparel—that are especially popular among young people. It is the largest US-based clothing manufacturer.

I liked American Apparel ’s approach to global commerce. When I visit the site, I get content whether I choose a region or not. Visitors from different regions can then simply click on their flag for that region’s specific content.