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El Fatni Houda 2B5016 (AEO)
- 1. Marketing Communications El Fatni Houda 2B5016 Prof: Adam Acar
- 2. Introduction: AMERICAN EAGLE OUTFITTERS American Eagle Outfitters, American Eagle, AE Established in 1977 Target audience 15-25 years old 900 stores in the US and Canada “Cool” clothes, footwear, accessories Logo Eagle
- 3. 1- Current brand Image & associations American Eagle Outfitters came out as casual and fun
- 4. 1- Current brand Image & associations Brand Image
- 5. 2- Brand Pyramid Resonance Salience FeelingsJudgmen ts ImageryPerformance • “Cool” Brand • The Eagle Brand Always listening to the costumers • Young and fearless • Friendly • Fashionable • High-profile locations • High quality products • Innovative&Fashionable • Young spirit • A cool store layout and atmosphere • Young • Cool • Bold • Adventures • Fashionable • High quality trending clothes , & accessoires at affordable prices Be part of the life style
- 6. 3- Consumer insights • As displayed by the image, the models are teenagers, therefore the targeted consumers is in the age spin, especially between 15 -25 years old. • Targeting older ages will expand the market and the company will gain new consumers, that will eventually develop into long term and heavy consumers . • Therefore, re-branding is absolutely necessary for AEO.
- 7. 4- Overall Brand Strategy
- 8. 5- Brand Positioning (Competitors) Abercrombie & Fitch GAP PACIFIC SUNWEAR
- 9. 5- Brand Positioning (Competitors)
- 10. 5-Brand Positioning: POD Low Prices Compared to Competitors Bright Lighting Plays music Comfortable Chairs in Stores All-Access Pass AE Credit Cards Unique Sales Strategy-In Stores
- 11. 5-Brand Positioning: POD Free Shipping on Martin+OSA.com International Shipping (41 countries) Offers Music, Email, and Videos Extended Sizes and Colors Unique Sales Strategy Online
- 12. 6-Brand Promise Casual comfort and a relaxed attitude
- 13. MAIN COMPETITORS $2.32 $1.39 $15.9 $3.31 2006 Sales in billion 7-Brand archetype : #3 The Explorer Quote: “Exploration is really the essence of the human spirit.” ~ Frank Borman Motto: Don’t fence me in. Driving desire: the freedom to find out who you are through exploring the world Goal: to experience a better, more authentic, more fulfilling life Biggest fear: getting trapped, conformity, and inner emptiness Strategy: journey, seeking out and experiencing new things, escape from boredom Weakness: aimless wandering, becoming a misfit Talent: autonomy, ambition, being true to one’s soul Also known as: seeker, iconoclast, wanderer, individualist, pilgrim Explorer archetypes in the wild: •helps people feel free, nonconformist or pioneering •rugged and sturdy or for use in the great outdoors or in dangerous settings •can be purchased from a catalog or on the Internet •help people express their individuality •can be purchased for consumption on the go •differentiate from a successful regular guy/gal brand or conformist brand •culture that creates new and exciting products or experiences •American Eagle Outfitters tag line: Live your life ----- Explorer Brand
- 14. 8-Current & New Logo Current New American Eagle being a native bird of North America is considered to be one of the most prominent and patriotic symbols of America and is featured on the Great Seal. The brand named itself after this identity forming symbol and made a silhouette of the bird in flight as its final logo. Along with the American Eagle logo the brand has “live your life” as its tag line. The message: Bold and Free. Keeping the Eagle and adding the American flag inside it in in order to emphasize more on the brand name, culture and heritage.
- 15. 9-Current and new: Brand slogan Live your Life Current:
- 16. 9-Current and new: Brand slogan The World Is Yours: From the huge success of the #WeAllCan campaign by AEO, changing the current slogan to this new one will emphasis on what the brand already stands for .It is an invitation to the young generation to follow their dreams and passions. New:
- 17. 10. Current and new: Current Brand Target
- 18. 10. Current and new: New Brand Target Age : 15- 40 •Moreover, the parents of the customers are seen shopping with their children and sometimes shopping for themselves and buying the latest shirts and jeans. This shows that they too can be young and "hip". •This means targeting an older age will be very helpful and profitable for AEO. Family life cycle: •High school, college student, new parents, working mother and father.
- 19. 11.How are you going to achieve/communicate the new image? Re-newel of the shops design and themes from time to time Include young-adult / famous musician ( Cool ) in the commercials Employees from 20 to 40 years old Be involved in the TV commercials Encourage the customers in the products design Event sponsorship ( Adventurous events) Tell the brand story
- 20. 11.How are you going to achieve/communicate the new image? Tell the brand story : Back in 1977, the Sliverman brothers, Jerry and Mark were feeling something wrong is going on with the world. Everything looked grey and pale and everyone looked the same. The brothers then have decided to do something about it, and that thing was what the bold Americans always stranded for, it was the freedom, the courage, the joy, the love. It was the Eagle. Since that day, the Eagle community have always being feeling young, free and bold. Join the Eagle community and you too, be an American Eagle Outfitter.
- 23. Marketing Communications El Fatni Houda 2B5016 Prof: Adam Acar
- 24. 1. Introduction
- 25. 2- Brand Pyramid Resonance Salience FeelingsJudgmen ts ImageryPerformance • “Cool” Brand • The Eagle Brand Always listening to the costumers • Young and fearless • Friendly • Fashionable • High-profile locations • High quality products • Innovative&Fashionable • Young spirit • A cool store layout and atmosphere • Young • Cool • Bold • Adventures • Fashionable • High quality trending clothes , & accessoires at affordable prices Be part of the life style
- 26. 3. New Brand Target Age : 15- 40 •The parents of the customers are seen shopping with their children and sometimes shopping for themselves and buying the latest shirts and jeans. This shows that they too can be young and "hip". •This means targeting an older age will be very helpful and profitable for AEO. Family life cycle: •High school, college student, new parents, working mother and father.
- 27. 4-Current & New Logo Current New American Eagle being a native bird of North America is considered to be one of the most prominent and patriotic symbols of America and is featured on the Great Seal. The brand named itself after this identity forming symbol and made a silhouette of the bird in flight as its final logo. Along with the American Eagle logo the brand has “live your life” as its tag line. The message: Bold and Free. Keeping the Eagle and adding the American flag inside it in in order to emphasize more on the brand name, culture and heritage.
- 28. 5-Current and New: Brand slogan Live your Life Current: New: The World Is Yours From the huge success of the #WeAllCan campaign by AEO, changing the current slogan to this new one will emphasis on what the brand already stands for .It is an invitation to the young generation to follow their dreams and passions.
- 29. 6.How are you going to achievethe new image? Re-newel of the shops design and themes from time to time Include young-adult / famous musician ( Cool ) in the commercials Employees from 20 to 40 years old Be involved in the TV commercials Encourage the customers in the products design Event sponsorship ( Adventurous events) Tell the brand story
- 30. 6.How are you going to achieve/communicate the new image? Tell the brand story : Back in 1977, the Sliverman brothers, Jerry and Mark were feeling something wrong is going on with the world. Everything looked grey and pale and everyone looked the same. The brothers then have decided to do something about it, and that thing was what the bold Americans always stranded for, it was the freedom, the courage, the joy, the love. It was the Eagle. Since that day, the Eagle community have always being feeling young, free and bold. Join the Eagle community and you too, be an American Eagle Outfitter.