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Here's what I think of A.P.C. from a male customer's perspective:
A.P.C. is a great insider brand for those in the know, and for those who don't care about brands but care about quality. There's usually just enough trend in A.P.C. clothing, but not enough to mark its wearer as trendy. I see them as higher quality basics, where the fit can vary from easy to slim (because of their popularity with the japanese customer, I would assume), but it's never trendy tight (except for the jeans). If I see someone wearing an item of clothing that looks presentable but is so basic that I can't identify what it is, A.P.C. comes to mind. It's almost anonymous fashion, but it's not invisible. You can tell there's a certain level of quality, but the item itself may not be trendy, although it's likely that the wearer may be.
For years ( until now), there has been a caché in saying that you're wearing A.P.C., at least in New York. Not everyone knows it, but the people who do revel in that relative obscurity, as they don't want the clothing to advertise itself, but the wearer. The items themselves never stand out, but the brand identity of nonchalant hipness make the brand desirable. I think it may appeal to a straight male customer, for example, who is hip enough to wear Helmut Lang but either can't afford it or wants something more casual.
My two cents.
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