American Eagle Outfitters Integrated Project

AMERICAN EAGLE
OUTFITTERS
INTEGRATED PROJECT
INTRODUCTION
American Eagle Outfitters is a leading global specialty retailer
offering high-quality, on-trend clothing, accessories and personal care
products at affordable prices under its American Eagle Outfitters and
Aerie brands.
It’s an American clothing and accessories retailer, headquartered in
BRAND TIMELINE
The The company had
•American
Schottenstein’ 21 franchised
s, 50% owners Eagle stores operated by
Jerry and of chain, Outfitters franchise partners
Mark bought out Inc was in 10 countries.
Silverman the founding incorporate
founded Silverman d.
American family
Eagle interest.
Outfitters 198 1991- 2016
9 93
19 198 199 Presen
77 6 4 t
Refocus their •It Grows to

business on 153 Stores. The company operated
American •Company 949 AEO brand stores,
Eagle focuses on and 97 stand-alone and
Outfitters, private label 67 side-by-side Aerie
selling their Merchandise. stores located in
other shopping malls, lifestyle
retail chains. centres, and street
locations in the United
States and
BRAND
PHILOSOPHY
Teamw
ork People
Compa
Innovat Philoso ny
ion
phy Values
Integer
Passion
ity
VISION AND MISSION
• American Eagle
Outfitters, Inc. has
built a distinctive
global company
culture based on our
core values – People,
Integrity, Passion,
Innovation and
Teamwork.
• These values continue
to shape our
aspirational yet
accessible brand
identities. American
Eagle Outfitters, Inc.
operates two distinct
lifestyle brands,
American Eagle
Outfitters and Aerie,
both focusing on the
15 — 25-year-old
consumer.
• We believe that our
associates are our
most valuable assets
and we want them to
HR
Policies
“We
collaborate, we
 engage,
Trainings we
of the products and
different campaigns
 achieve”
Employee discounts and offers
Health insurance

Whistle
 blower policy
Built on trust and honesty

Performance appraisal

Hotline Service

ORGANIZATIONAL STRUCTURE
BARGAINING
POWER
OF SUPPLIERS
Low
THREAT OF
SUBSTITUTES
Medium to
Low
USP
USP:
•Quality
•Relaxed
casual
Fashion
•Affordabili
ty
•On trendy
PRODUCT
:
STRENGHTS WEAKNESSES
• Strong & Defined • Less Market Share

Group. • Low Marketing and
• Broad Product promotion activities.
offerings. • Narrow
• Multi-Channel Demographic.
presence. • Geographical
• Quality products with Concentration.
affordable prices
SWOT ANALYIS
OPPORTUNITIES THREATS
• Change in
• Enter into various customer
markets of preference.
emerging economy. • Similar products
• Expand their target with reasonable
group. price in other high
• Growing in street brands.
PESTLE
ANALYSIS
TECHNOLOGIC
POLITICAL ECONOMIC SOCIAL
AL
FACTOR FACTOR FACTOR
FACTOR
• Government • Growth rate • Lifestyle • Automation
regulations • Interest rate • Attitude • R&D activity
• Tax policies • Inflation rate towards • Access to new
• Import-export • Exchange rate product technology
restrictions • Availability of quality • Level of
• Political credit • Average innovation
action • Level of disposable
committees disposable income
• Trade control income • Buying habits
• Gross • Cultural
domestic norms and
product trend values
• Stock market
trends
ENVIRONMENTA
LEGAL
L
FACTORS
FACTOR
• Employment • Environmental
laws policies
• Consumer • Natural
protection laws disasters
• Copyright and • Recycling
patent laws standards
• Health and • Attitudes
safety laws towards green
• Consumer products
protection laws • Support for
PERCEPTUAL MAP AGAINST ITS COMPETITORS
High Fashion
Low High
Price Price
Low Fashion
Perceived as a brand with High Price but a Low Fashion Taste.

S.T.P
ANALYSI
S
Positioning Segmentatio Targeting
The brand positions n Both males and females
itself for the upper of 15 to 25 years of age
People who love
middle class sections group who are either
wearing trendy and
of the society. college students or job
fashionable apparels
seekers.
MARKETING
ANALYSIS
PRODUCT
PROMOTIO
N MARKETING
MIX
PRICE
PLACE
Product
-15 years to 25
years Pricing
-Casual clothes and -Balanced pricing
accessories
-Follow product line
-Trendy and high pricing
quality
-No heavy discounts
-Design their
merchandise
-Strict quality
control inspection
Promotio
Place n
-Shopping malls, -Use TV commercials,
lifestyle centers and advertising on mobile
street locations phones
-Digital channels -Social media partners
-1226 stores -Use real life stories
and models
MADE BY:
KRISHNA
TRISHA
HIMANSHU
PGFBMM - B
Thank You

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AMERICAN EAGLE

Refocus their •It Grows to

• Strong & Defined • Less Market Share

Perceived as a brand with High Price but a Low Fashion Taste.

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