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