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'We Wear' is our new brand identity – AAFA
Oct '11
The American Apparel & Footwear Association (AAFA) unveiled a new brand identity at its semi-annual Board of Directors meeting in Washington, D.C. AAFA's new “We Wear” brand identity will allow the Association to clearly communicate who the industry is, what the industry does, and why the industry's work is important to the U.S. and global economy. The name of the association remains unchanged.

“The U.S. apparel and footwear industry has a compelling story to tell, and our new 'We Wear' brand identity will help us tell it in a concise way, and in a way that ties together our entire organization,” said AAFA President and CEO Kevin M. Burke. “When Americans get dressed each day, we put on more than clothes and shoes. We wear jobs, our economy, innovation, intellectual property, global markets, and much more. That is exactly how we have translated our new brand identity.”

“Hardworking American families spent more than $340 billion on new clothes and shoes at retail last year,” Burke said. “When consumers buy clothes and shoes, they support more than four million U.S. jobs across our industry's supply chain. This powerful information will help drive the conversations we have with government decision makers here in Washington. With our new brand identity, our elected officials will not easily forget the significant impact that clothes and shoes play in our lives, and in our economy.”

Over the past year, AAFA has researched and developed a stronger way to define and express the value proposition AAFA delivers to the industry from Washington, D.C. By doing so, the “We Wear” brand will improve AAFA's overall effectiveness in Washington as the leading advocate of the U.S. apparel and footwear industry.

Goals of the New Brand
At its core, the “We Wear” brand aims to highlight AAFA's critical mass and achieve successes in Washington on behalf of the industry. This includes seeking legislation that opens new markets to increased trade in a way that understands the industry's 21st century business model, aggressively protecting U.S. brands' intellectual property, reducing regulatory burdens that do not promote competitiveness in the global market, and seeking opportunities to strengthen the Berry Amendment for domestic manufacturers who outfit U.S. servicemen and women.

What happens in the industry's showrooms, design studios, distribution centers, factories, and retail outlets is truly important to the overall health of the industry. But, the many of decisions the industry makes are the result of some action or decision that was made in Washington, D.C.

By better communicating AAFA's critical mass, AAFA will show our elected officials that the U.S. apparel and footwear industry truly impacts the entire economic health of the United States and that the industry makes a valuable contribution to the global economy. Through all of this, the overriding goal is to drive the industry forward by reducing regulatory strangulation, creating increased opportunity for the industry to participate in the global marketplace, and maintaining the ability to keep customers and products at the forefront.

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