American Apparel Taps Grindr To Increase Foot Traffic

American Apparel launched a New York-based mobile campaign, offering shoppers a one day, 20% discount to increase foot traffic for area locations.

The retailer teamed up with Grindr to release the coupons via location-based messaging on Sept. 13 for their Fashion Week special promotion. Since the coupon was directed only to American Apparel shoppers in the New York area, the sale had a more focused target.

The goal of the one-day campaign was to also reach potential shoppers and metropolitan New Yorkers who would be active during Fashion week.

Grindr founder and CEO Joel Simkhai told “Mobile Commerce Daily” that since the only reached “relevant shoppers,” both American Apparel and Grindr would “maximize marketing dollars.”


The pop-up message displaying the discount opportunity was dispersed to over 50,000 New York-area Grindr users, Simkhai said. When they clicked “more” on the one-day discount message, users were brought to a landing page that featured store locations, maps, store hours and phone numbers, and promotion information.

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