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American Apparel, Inc. (APP) Launches Online Store In Hong Kong

On Thursday, Los Angeles-based clothing manufacturer American Apparel announced that it has launched a new online store that will service Hong Kong. The regional web store will be the company's first direct e-commerce portal for its customers in Hong Kong. The new website is located at Prior to the launch of this new site, customers shopped through the company's international e-commerce store. Over time, Hong Kong had become the highest-performing international region without its own dedicated site.

In creating the new web store, the company will enhance its ability to serve consumers in the region in a number of new ways. To begin with, the site will accept orders placed in Hong Kong dollars. It will also allow for localization based on Hong Kong's seasonal patterns and its schedule of holidays. While orders will still be fulfilled from the company's Los Angeles-based factory, the move to the new store will decrease shipping costs for Hong Kong shoppers by $10 USD and will provide even better and timelier customer service.

Dov Charney, American Apparel founder and CEO, remarked, "Hong Kong is one of the most exciting regions in the world to run a business and we're proud to expand our presence in the area. The parallels between American Apparel and Hong Kong itself-both founded on a bedrock of capitalism and free trade-are obvious and I think they'll only help us in our exploration of this vibrant market."

"We're thrilled to offer our fans in Hong Kong their own local web store. We saw a fantastic opportunity to better serve our current clientele and hone our message to the region's potential new customers," added Christina Naetscher, web director for American Apparel.

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