Evolution | Miami University<br />Lara Burkhart. Cassandra Callan. Jessi Carlson. Patrick Kennedy. Chandler Hill. Gina Mue...
Agenda<br />Facts & Findings<br />Aerie Consumer<br />Strategic Objective<br />Reposition<br />Brand Interaction<br />Conc...
Facts|Brand Experience<br />
Facts|Target Market<br />
The Aerie Consumer<br />Taryn<br />
Strategic Objective<br />Reposition to Taryn’s Appeals<br />Facilitate Brand Interaction<br />
Part 1 | Brand Repositioning<br />
Brand Overview<br />Capitalized Logo<br />Position as a stand alone brand; apart from American Eagle Outfitters<br />
Store Concept<br />Three Phase Transformation<br />Update Store Logo<br />Vintage Accessories <br />Doorways Accented with...
Store Concept<br />Local Store<br />Flagship Store<br />
Musical Partnerships <br />Schuyler Fisk<br />Best Coast<br />Alexandra Hope<br />
<ul><li>Displaydifferent body shapes and sizes
Utilize latest hair and makeup tends
Feature model interviews/bios</li></ul>Diverse Model Portfolio<br />Current Portfolio<br />Proposed Portfolio<br />
Website Navigation<br />
Website Product Display<br />Recommended Display<br />Current Display<br />
Product Mix|Expansions<br />Expand Accessories<br />Jewelry<br />Scarves <br />Hats<br />Hair Accessories <br />
Product Mix|Reconcentration<br />Beauty and Fragrance <br />Aerie FIT<br />Graphic Tees<br />
Product Naming Concept<br />
Color Naming Concept<br />
Part 2 | Campaign<br />
Campaign|Aerie Interaction<br />
Aerie Connection<br />Identify Key Influencers<br />Organize Events with a Cause Partnerships<br />Slingshot Undies<br />C...
Aerie Trees<br />
Online<br />Aerie Blog<br />Foursquare<br />Year round promotions<br />Special rewards for store ‘Mayor’<br />Facebook<br ...
Taryn’s Hollow<br />Inform and Interact with the reader<br />Feature Information<br />Pick of the Week<br />Style Ideas<br...
Facebook<br />New Strategies:<br />Product offerings/taglines<br />Powerful wording to attract unaware consumers<br />Imag...
Promotions<br />A-list members<br />Special sale premiere night <br />College students<br />Free panty with student ID<br ...
A-List Premiere<br />
Upcoming SlideShare
Loading in …5
×

Aerie Marketing Challenge MKT 325

2,332 views

Published on

Published in: Business, News & Politics
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
2,332
On SlideShare
0
From Embeds
0
Number of Embeds
146
Actions
Shares
0
Downloads
0
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide
  • When surveying participants on their shopping history with the Aerie brand, we found 42% of our participants have never shopped at Aerie and are whom we consider to have no brand experience. The remaining 58% of participants indicated they have shopped in an Aerie store, but only 16% have shopped at Aerie in the past year. With the majority of our consumer being the age of Aerie’s aspirational customer, these findings are indicating that Aerie is reaching the desired consumer but at the wrong part of their life. The current 21 year old has an interaction with the brand at an earlier age and is not continuing to shop as she nears 21.Note: Whether or not one has shopped at an Aerie store is not dependent on if the individual is a Miami University student.
  • These three graphs illustrate survey results of participants being asked to use a 5-point scale, ranging from strongly disagree to agree, to rate their opinions towards the following statements: - “I believe the target age for the Aerie brand is middle school” - “I believe the target age for the Aerie brand is high school” - “I believe the target age for the Aerie brand is college”When reacting to the statement of middle school being the target market, 34% of participants either strongly disagreed or disagreed. However, when reacting to the target market being high school, 72% of participants strongly agreed or agreed. The majority of survey participants strongly disagreed or disagreed to the belief of the target market being college students. Of those surveyed, participants with a previous brand experience are more likely to believe the target market is a high school or college-aged individual. Those lacking brand experience are more likely to perceive the brand as being targeted to the middle school-aged consumer. Due to those lacking brand experience skewing towards strongly agree in reference to the middle school target market, efforts need to be focused on consumer brand experience and interaction to overcome the misconception.Research efforts also concluded individuals younger than 20 years old are more likely to be familiar with Aerie than those 21 years old and older. The lack of familiarity and interaction with the brand is leading to a negative brand misconception.
  • This concept and the concepts to follow are the best avenues to capitalize on the appeals of the ideal consumer, who we are referring to as Taryn. These avenues better position the brand to capture the ideal customer. Our suggestions are results of both primary and secondary research; references to each can be found in the note sections of the appropriate slide.From our research we found brand names with a lowercase logo were perceived to be targeted to audience younger than Aerie’s target market. This is especially true when the brand is directly associated with the company’s entire brand portfolio. An example of this is Abercrombie &amp; Fitch and it’s kid’s line, abercrombie. Aeropostale follows the same concept with it’s kid’s line, p.s. from aeropostale.In addition to the findings related to the capitalization of the brand name, the participants in our research favored a disassociation with the American Eagle Outfitters stores. Our research shows that consumers association with American Eagle as middle school and high school negatively impacted their perception of Aerie. This disassociation includes closing the openings connecting the two stores and withdrawing American Eagle Outfitters products from the Aerie stores. Again this is to better capture the desired target market.
  • This concept and the concepts to follow are the best avenues to capitalize on the appeals of the ideal consumer, who we are referring to as Taryn. These avenues better position the brand to capture the ideal customer. Our suggestions are results of both primary and secondary research; references to each can be found in the note sections of the appropriate slide.From our research we found brand names with a lowercase logo were perceived to be targeted to audience younger than Aerie’s target market. This is especially true when the brand is directly associated with the company’s entire brand portfolio. An example of this is Abercrombie &amp; Fitch and it’s kid’s line, abercrombie. Aeropostale follows the same concept with it’s kid’s line, p.s. from aeropostale.In addition to the findings related to the capitalization of the brand name, the participants in our research favored a disassociation with the American Eagle Outfitters stores. Our research shows that consumers association with American Eagle as middle school and high school negatively impacted their perception of Aerie. This disassociation includes closing the openings connecting the two stores and withdrawing American Eagle Outfitters products from the Aerie stores. Again this is to better capture the desired target market.
  • Image Flagship v. StoresImage Sources:&quot;American Eagle Finds Success with New Aerie Stores.&quot; Post-Gazette.com. Web. 10 Oct. 2010. &lt;http://www.post-gazette.com/pg/07305/830167-28.stm&gt;.
  • Continuing to enhance the store atmosphere concept, music can assist in bringing the shabby chic, whimsical feel to life. By choosing store playlists featuring artists of the folk/acoustic genre, the musical atmosphere can enhance the brand’s personality – bring it to life. Further, by featuring these artists and their albums available for purchase, the lifestyle brand concept is further developed. As stated before, Taryn is an “Experiencer” consumer, these consumers are impulse purchasers and buy products that increase sociability and entertainment; these albums should be positioned near the registered and used as an up-sale item. For this concept to be continuously exciting for the consumer, a change in featured artist should take place as merchandise seasons change.Our Selections:Schuyler Fisk – California born singer-songwriterAlexandra Hope – MN singer-songwriter Best Coast – Los Angeles, Ca indie pop trio
  • The website currently features a sole horizontal website bar. From usability testing we found a side navigation would result in an easier navigation for the end user. Participants made comments relating to the current navigation seeming cluttered and difficult to navigate.Previously, we discussed non-consumers’ misconception of the Aerie brand and a remedy is to reposition as a standalone brand – apart from American Eagle Outfitters. This concept needs to remain consistent with both an in-store experience and online, thus, the connection to American Eagle Outfitters and 77kids needs to be moved to the site navigation at the bottom of the website.
  • Currently, products are displayed as seen on the left without the use of a model. In order to purchase a bra online, a girl needs to know exactly how it will fit them. The fit of a bra is very important to the purchase, our research participants voiced the need to be able to “picture” how the product will fit on their body, therefore we recommend utilizing models to display the product and include several views. A sample of this can be seen on the right of the screen.Additionally, to facilitate more product review responses, we suggest sending reminder email after purchases to encourage people to write a review.
  • From our research we have concluded that Aerie will continue with its basic product concepts with modifications to improve each area. Further, we suggest some categories are added to Aerie’s product mix as well as re-prioritizing items in other categories. An in-depth look into each category is as follows:Undies – continue with current product offerings, no change to product offeringsBras – continue with current product offerings, no change to product offeringsAccessories – large area of opportunity Jewelry – broaden the current selection by featuring pieces by an undiscovered artist, this artist has an etsy-like style and can be chosen from a contest. The contest will create hype around the brand while satisfying the consumer who “seeks variety and excitement, savoring the new, the offbeat, and the risky” (VALS). Additions to Accessories – enhance this category by adding the following selectionsLight, Printed Scarves – silk, or similar light fabrics will allow the consumer to add their own flair to a basic outfit. This accessory can be used to transform the outfit from “live-in” to “wear-out”Hats – like the scarves, this accessory can be used to transform an outfit. In addition to the current offering of winter hats, include a small selection of beret hats and vintage inspired cloche offerings. Hair Accessories – add to the current selection using the current style concept; extend the category into barrettes and clips.- Include these accessories on the website for online purchasing.
  • From our research, beauty and fitness products are areas that our consumers responded to favoring specialty stores. Voices from our focus groups and in-depth-interviews spoke to the preference of specialization for areas. By moving away from the two categories (beauty and fragrance, Aerie FIT), efforts are to be more concentrated in the areas discussed on the previous slide. Once Aerie becomes a stronger standalone brand and establishes it’s specialization, additional avenues such as those that we currently suggest to move away from can be introduced. Beauty &amp; Fragrance – continue offering lip gloss and perfumeMake Up &amp; Lotion –From our focus group we found that the target consumer prefers a specialist to consult for their beauty needs This live in wear out girl would not be one that turns to use of an abundance of make up. Instead she gravitates to the more natural look, such as just using lip gloss – any other makeup items are for the specialty store. Aerie FIT – Once established as a specialty store for intimate apparel, we suggest going with a Mind &amp; Body concept of Yoga and Pilates apparel, this fits better with the brand’s concept. Our focus group brought to our attention that when they think of Aerie they think cotton, not high quality workout clothing. Graphic Tee – - Although 64% of our survey participants strongly agree or agree with the statement “I prefer name brand apparel,” only 25% of the participants felt the same way about a logo being located on the outside of the apparel. Additionally, 82% of participants strongly disagree or disagree to the statement “I like the logo on appeal to be large.” This finding supports the need to reduce the size of images on apparel. Focus group participants were drawn to the cut and style of Aerie apparel but were not in favor of large graphics.
  • Website usability testing proved that the consumer was extremely confused by current naming concept. It was very difficult for the consumer to identify a style of an item to a person’s name. Additionally this naming strategy strongly resembles competitor naming strategy that can have a negative impact on the target consumer.
  • We understand the need to create a product personality to create a less-cold feel as indicated in research of Aerie’s current strategy. To overcome this obstacle when using descriptive category titles that have been considered “cold”, incorporate a naming concept similar to that of nail polish color. The naming strategy used by nail polish companies has established nail polish as an accessory, each season new colors are released and new names are established. With the constant changing color offerings, consumers are continually buying due to the desire for the latest offerings. This creation of product personality through fun color names can be applied to Aerie’s prints and patterns. A cold feel may be instilled by the new product category identifiers but use of this color concept strategy will overcome such feel.
  • “Aerie Connection” is our spin on a Brand Ambassador. The Aerie Connection team will facilitate the brand interaction crucial to avoid brand misconception. The main responsibilities for the team are as follows: Identify key influencers for product giveaways, these influencers will be used to further spread the word about Aerie. Their support of wearing Aerie products will trickle down the other users Examples: sorority leadership, women in student government, and similar influential women on campuses Organize partnership with events for a cause Examples: On-campus: fashion magazine, women’s health Off-campus: Nail salon, hair salon spa day with proceeds going to a particular charitySlingshot Undies – Slingshot Undies takes place at key events centered around college campuses; this can vary from athletic, Greek, student government, and other campus organization events. This strategy is most effective when the crowd is ina concentrated area as the bow-packaged products are sent flying to the crowd via slingshot. Aerie Trees – more information on following slides
  • Aerie trees will be the responsibility of the Aerie Connection Team to carry on college campuses. This concept consists of choosing key locations to create an “Aerie Tree” this out of the ordinary exhibit of Aerie&apos;s Undies will capture the attention of those passing by and facilitate buzz around the brand. Pictured are the non-packaged items, in addition to these, products packaged in small clam-shell packaging will be intermingled as a free gift to the passing audience.
  • Aerie Blog – see following slideFoursquare being an on-the-rise online social network, it is essential that Aerie further establishes their existing presence on Foursquare. Promotions need to be used year round for checking into Aerie stores. Prizes for the ‘Mayor’ of each Aerie store is to include limited edition items or a general free item, not just a discount coupon.Facebook – included in Facebook slide to follow.Because the target market is increasingly spending their time online, including for the use of watching television, there are endless avenues to reach the Aerie consumer. The CW television station has recently shifted their online episode strategy. Previously, episodes have been able to be viewed online with little commercial interruption. AdAge article states, “The CW, the network that runs those programs, intends to run just as much advertising during shows viewed online as it does on TV next season.” Nielson will begin publishing results on such viewership in February of next year. Given that the CW “tailors its programming to women in their teens and 20s, a category of consumer that is more familiar with new technology that the audiences of networks such as CBS, ABC, NBC and Fox.” This provides a key avenue for reaching the ideal Aerie consumer. Mediamark statistics for the 18-24 year old female consumer further supports the above findings. Medimark finds the Aerie consumer at very light users of television, but have an extremely high usage rate for internet.In addition to internet television, the rise of blog popularity offers an area not only to connect with the consumer on a personal level through the Aerie sponsored blog, but also as a advertisement medium. Ads should be purchased on popular fashion blogs to better associate Aerie with fashion and capture the fashion forward consumer. Sample blogs that we suggest include: Knight Cat, Lookbook.nu, Cupcakes and Cashmere, and Karla’s Closet.Additional online Advertising mediums the Aerie target market is of heavy use is as follows: - Facebook.com - Photobucket.com - Twitter.com - MySpace.com - YouTube.com
  • Taryn’s Hallow brings the Aerie “it” girl to life and gives her and the brand a distinct personality while embodying Aerie’s core values. With the target consumer increasingly spending their time online, use of this medium will assist in creating the experience these shoppers desire. Additionally the blog is able to create a buzz around the Aerie brand while providing relevant information to the consumer, further establishing the lifestyle brand.
  • The goal of the Facebook page is to strengthen the communication of the brand’s personality; like the blog, creating a personality that consumers can connect to and interact with. Making the needed adjustments to the Aerie Facebook page will work to create higher website traffic.Implementing these strategic changes to the Aerie Facebook page will lead to more effective brand awareness. Having a strong social media marketing strategy will allow Aerie’s products, images, and character to be exposed at almost no cost. Taking advantage of a free way to market the Aerie brand to new and existing consumers is essential. Learning social media marketing tactics from competitors like Gilly Hicks, Victoria’s Secret, Anthropologie, Forever 21, etc. creates a more competitive market and keeps the Aerie girl within a consistent environment.The FB page wall should display the latest product offerings with catchy taglines that emulate the Aerie girl.Heavier use of powerful wording that defines the Aerie brand. This will make it clear who Aerie is, and allow the opportunity for potential customers to make an association with themselves. Powerful (yet not overtly sexy) images should compliment Aerie-defining word usage. Create an Aerie A-list tab that makes the brand loyalists feel special, and encourages non-loyal customers to investigate it. A tab dedicated to music will help to define the Aerie personality and lifestyle. Some other important changes that are needed include: filtering photos to avoid duplicate/irrelevant ones clogging the page changing the “About Me” section to be more personalized/descriptive of Aerie to enhance the communication of what the Aerie girl is all abouta music tab to differentiate Aerie from competitors; Forever 21 has nicely integrated this approach product line updates that are focused and simple and utilize Aerie-specific taglines.By more effectively communicating the Aerie personality and lifestyle through the Facebook page, potential consumers will be more likely to make personal connections to the Aerie brand. This will then hopefully lead to higher traffic to the Aerie website.
  • Research has indicated that competitive promotions are more profitable in-store and loyalty promotions are more profitable online. We kept this in mind when designing in-store promotions. A-List members, see following slideA promotion targeted directly at the ideal Aerie consumer, which falls into the college-aged range, would also create a stronger brand loyalty. When the customer presents a current and valid student ID from her school when making a purchase, she will receive a free panty.Window displays that showcase Aerie’s current seasonal collection will attract passing customers to enter the store. Based on the focus group results, consumers in the 18-21 age range find the 5/$25 panties and similar promotions appealing. Aerie should continue this promotion to continue to compete with brands like Victoria’s Secret and Gilly Hicks.
  • For A-list members, a pre-night sale would create a stronger brand loyalty and, ideally, encourage current A-list members to tell non-A-list members about the sale and the benefits of the program. The store will designate special hours the night before a start of a sale for A-List members, receiving priority choice and additional discount on sale items. Additional specials will be included at this time on regular priced merchandise; these exclusive specials will only occur during the premiere event. Only customers that present their A-list cards can participate in the sale.
  • Aerie Marketing Challenge MKT 325

    1. 1. Evolution | Miami University<br />Lara Burkhart. Cassandra Callan. Jessi Carlson. Patrick Kennedy. Chandler Hill. Gina Mueller. Lindsay O’Hara. Cora Painter. Jessica Williams. Mallory Zampa.<br />
    2. 2. Agenda<br />Facts & Findings<br />Aerie Consumer<br />Strategic Objective<br />Reposition<br />Brand Interaction<br />Conclusion<br />Questions<br />
    3. 3. Facts|Brand Experience<br />
    4. 4. Facts|Target Market<br />
    5. 5. The Aerie Consumer<br />Taryn<br />
    6. 6. Strategic Objective<br />Reposition to Taryn’s Appeals<br />Facilitate Brand Interaction<br />
    7. 7. Part 1 | Brand Repositioning<br />
    8. 8. Brand Overview<br />Capitalized Logo<br />Position as a stand alone brand; apart from American Eagle Outfitters<br />
    9. 9. Store Concept<br />Three Phase Transformation<br />Update Store Logo<br />Vintage Accessories <br />Doorways Accented with Curtains<br />
    10. 10. Store Concept<br />Local Store<br />Flagship Store<br />
    11. 11. Musical Partnerships <br />Schuyler Fisk<br />Best Coast<br />Alexandra Hope<br />
    12. 12. <ul><li>Displaydifferent body shapes and sizes
    13. 13. Utilize latest hair and makeup tends
    14. 14. Feature model interviews/bios</li></ul>Diverse Model Portfolio<br />Current Portfolio<br />Proposed Portfolio<br />
    15. 15. Website Navigation<br />
    16. 16. Website Product Display<br />Recommended Display<br />Current Display<br />
    17. 17. Product Mix|Expansions<br />Expand Accessories<br />Jewelry<br />Scarves <br />Hats<br />Hair Accessories <br />
    18. 18. Product Mix|Reconcentration<br />Beauty and Fragrance <br />Aerie FIT<br />Graphic Tees<br />
    19. 19. Product Naming Concept<br />
    20. 20. Color Naming Concept<br />
    21. 21. Part 2 | Campaign<br />
    22. 22. Campaign|Aerie Interaction<br />
    23. 23. Aerie Connection<br />Identify Key Influencers<br />Organize Events with a Cause Partnerships<br />Slingshot Undies<br />Create “Aerie Trees”<br />
    24. 24. Aerie Trees<br />
    25. 25. Online<br />Aerie Blog<br />Foursquare<br />Year round promotions<br />Special rewards for store ‘Mayor’<br />Facebook<br />Internet television<br />Blog advertising<br />
    26. 26. Taryn’s Hollow<br />Inform and Interact with the reader<br />Feature Information<br />Pick of the Week<br />Style Ideas<br />Lifestyle Connections<br />
    27. 27. Facebook<br />New Strategies:<br />Product offerings/taglines<br />Powerful wording to attract unaware consumers<br />Images capturing the Aerie lifestyle<br />Add A-List Members and Aerie Music tab<br />
    28. 28. Promotions<br />A-list members<br />Special sale premiere night <br />College students<br />Free panty with student ID<br />General customers<br />Window displays<br />5/$25 panties or 2/$40 bras<br />
    29. 29. A-List Premiere<br />
    30. 30. Conclusion<br />Overcoming Brand Misconception<br />Ensure brand attributes are align with the 21 year old consumer<br />Facilitate brand interaction to increase levels of brand experience<br />
    31. 31. Sources<br /> “American Eagle’s Strategy for ‘aerie’ Intimates”. Moin, David, WWD: Women's Wear Daily, 01495380, 2/28/2006, Vol. 191, Issue 43<br /> <br />Dennis, Charles, Alesia Morgan, Len Tiu Wright, and ChanakaJayawardhena. "The Influences of Social E-shopping in Enhancing Young Women’s Online Shopping Behavior." Journal of Customer Behaviour 9.2 (2010): 151-74. Business Source Complete. Web. 3 Oct. 2010.<br /> <br />Granot, Elad, Henry Greene, and Thomas G. Brashear. "Female Consumers: Decision-making in Brand-driven Retail." Business Source Complete. EBSCO, Aug. 2010. Web. 28 Sept. 2010.<br /> <br />Hoover's Online. American Eagle Company Report. Retrieved September 29, 2010 from Hoover's Online.<br /> <br />Limited Brands Inc. "New Consumer Survey of the Women's Apparel Market: Winners Include Nordstrom, J.C. Penney, and Intimate Brands." Business Source Complete. EBSCO, 1996. Web. 28 Sept. 2010.<br /> Steinberg, Brian. "CW Plans TV-Sized Commercial Breaks for Online Viewing." AdvertisingAge. 26 Mar. 2010. Web. 30 Oct. 2010. <http://adage.com/mediaworks/article?article_id=142998>.<br />"VALS™ | VALS™ Types | Experiencers | SBI." Strategic Business Insights. Web. 03 Oct. 2010. <http://www.strategicbusinessinsights.com/vals/ustypes/experiencers.shtml>.<br />Zhang, Jie, and Michel Wedel. "The Effectiveness of Customized Promotions in Online and Offline Stores." Journal of Marketing Research (JMR) 46.2 (2009): 190-206. Business Source Complete. EBSCO. Web. 9 Nov. 2010.<br />

    ×