The document discusses rebranding American Eagle to target an older demographic by integrating classic rock music from the 1960s-1980s. It proposes shifting AE's branding from a fresh, casual style to one with more direction and purpose centered around classic rock. Implementation ideas include remodeling flagship stores to feature rock memorabilia, launching a music-focused rewards program and mobile app, sponsoring campus concerts, and running marketing campaigns using album cover artwork and tribute bands. The rebrand aims to draw existing branding elements together cohesively rather than scatteredly and reconnect customers to the identities and spirit of earlier eras through music.

1. A Look at your Music
Culture
Miami University
Jordan Biagini, Lindsay Brewster, Cat Cirino
Joe Lee, Daniella Santisteban, Tyler Taylor

2. Who AE is Today
Our visit to the store
Internet Research
Their facts about how they are not currently
reaching their target market
Current branding/messaging
Casual, relaxed, everyday brand.
Fashionable without being edgy.
Music Branding: Pop, alternative, indie, folklore
Scattered in consumer’s minds

3. 2005 American Eagle Positioning
Graph against Competition
AEOS has achieved the value perception, but is
struggling with being positioned for the right age.
3

4. Where do we go from here?
A comprehensive look at our ideas and specific
clues we pulled to get to the CLASSICSSSSSSS
A shift in culture and branding - not a promotion
End with “generAEtion”
Have slide erase and generAEtion fly in

5. Initial Primary Research
Survey (use pie charts)
IDI
Focus Group

6. Initial Secondary Research
“Oldies are just for the older crowd” or are they?
• Clasic Rock/ Oldies is the most popular genre of music
according to a 2002 SPPA survey
• 42% of Net generation respondents said they liked
Rock/Oldies in 2002 in the SPPA survey
• Teens ages 13-17 account for 20% of Pink Floyd and Lez
Zepppelin albums from 2002 – 2005
• Technology, especially the internet has allowed younger
generations to tap into music of the past easily and
instantanously.

7. Agenda
Goals and Music’s influence
Implementation ideas
Rebranding
Launch
SWOT
Plan Specifics
Timeline
Conceptual Budget
Measurement Tools

8. Intro to generAEtion
The heart of Generation is classic rock music from
the 60s, 70s and 80s, but again, it is not merely
the songs that define this campaign.
Instead, generAEtion is an attitude, a philosophy:
recapturing the identities and spirit that these
eras characterize, building them into the American
Eagle culture, and letting the customers be a part
of this movement.

9. Music’s Influence

10. Goals of Brand Overhaul
Intuitive, inherent integration of music into AE’s
identity
Shift from fresh/white/non-descript image to an
AE with direction and purpose.
Draw from various existing branding and
messaging; pull core elements together into a
cohesive vision rather than a scattered schema.

11. Store Integration

12. Store Integration

13. Website/Social
Media/Mobile

14. Website

15. Pandora / Sample Playlist

16. Customer Loyalty
AE Rewards
• About 158 Million Itunes accounts are users age 34 and
under
•First tear of AE Reward is 15% off. Loss of $6 per average purchase of $42.
•Instead, first tear can be 7 song “Sampler” of sponsored artists. Loss of $5.25
per download
•Last tear should be option between 40% off and a a $20 giftcard attached to a
physical “Sampler” CD.
•74.6% of survey respondents liked the idea of a Free Playlist as music promotion
•Use a code in randomly selected receipts to use in AE app for free song
download.
•23.8% of Smartphone users are ages 13-24

17. Campus Outreach

18. Campus Outreach (?)

19. Sweepstakes

20. Tribute Band

21. SWOT
Strengths
One of the biggest apparel manufacturers in the US
High brand equity and awareness with consumers.
Composed of everyday essentials and are built to last.
Currently already has some current association with
music.
Weaknesses
Not reaching consumer segment of focus
Lacking in mobile app usability, social media integration

22. SWOT
Opportunities
Social Media Reach
Internet radio expansion (Pandora, beginning to
use Spotify)
International expansion
Threats
Fashion industry is high risk
No barriers to entry
Constantly evolving types of music makes accurate
trend keeping accurate.

23. Timeline
o Months 1-3
o Establishing minimums for all stores. Design ideals for Flagship stores
o Jeans name changes
o Work on mobile integration and Itunes partnership
o Months 4-7
o Flagship stores remodeled
o Polaroids and Heritage walls introduced into all stores
o Month 8
o Official Launch of generAEtion
o Album Cover Sweepstakes
o Summer Months following
o Tribute Band Concert
o College Battle of the Bands and Greek concerts announced

24. Conceptual Budget

25. Summary/Overview

26. Concert Picture –
either here or on
tribute band slide?

28. gener A E tion

29. In-Store
Changing the jeans to famous artists – “Jeans threaded
with the genes of legends” “Our music and our jeans fade
at the same rate - never. Grab a fresh pair of Stevie
Skinnies at 40% off”