Melissa Novak Final Project-American Eagle Outfitters

1. Digital Marketing Strategy
Melissa Novak

2. Company Overview
American Eagle Outfitters, Inc. is a
leading global specialty retailers
operating more than 1,000 stores in
the United States, Canada, Mexico,
China and Hong Kong. They ship to
over 80 countries worldwide
through their online website. The
company offers clothing,
accessories, and personal care
products under their two brands,
American Eagle Outfitters and Aerie.
1977 1991 2000 2001 2010 2012
Company Grows 153 Promotional Record Net International New CEO
founded stores Campaign Income: locations
w/ TV Shows $105.5 mill

3. Target Market
American Eagle Outfitters:
-The target audience of the brand is men and
women ages 15-35.
-This age range includes the world’s most
prominent users of social media, online
resources, and smart phones.
Aerie:
-The target audience of the brand is 15-21 men
and women.
-Made for younger girls and focused on
lingerie and sleepwear

4. Retail Competitors

5. SWOT
STRENGTHS
-Simple designs
-Friendly atmosphere
-Multiple sale days
-Catchy Logo
-Catchy brand name
-Pricing power over consumers
WEAKNESSES
-Stores only in larger cities
-Economy spending
-Generally high prices versus competitors
-Lack of scale vs. rivals (increases costs)
-Younger consumers
OPPORTUNITIES
-New retail stores constantly opening
worldwide
-Online store
-New markets for children age 2-10
-Can use financial leverage to expand the
business
-New Markets for products
-Create discount stores
THREATS
- Abercrombie & Fitch Lawsuits
- Similar products for cheaper prices at
different stores
- Intense competition
- Economic slowdowns
- High gas prices are hurting retailers

6. Marketing Objectives
-Increase positive
brand awareness
and recognition by
25% over two years
-Expand Internet
marketing to
increase online sales
by 5%

7. Revamp Brand Image
Objective- Refocus the public’s image of the brand to gain a
25% increase in positive awareness increase net sales by 5-
10%
Tactic- “Casual Clothing” Campaign
• Year long campaign to remind public of the brands image
• Highest quality casual wear with the convenience of being
trendy, fashionable, and comfortable.
Media- All will focus and project the new “image”
• Print
• Store Front
• Ads

8. Increase Internet Marketing
Objective- Increase sales from E-Commerce by increasing
Internet and social media usage
Tactics- Increase online usage
• Digital advertising (Google Ad Words, SEO )
• Facebook Advertising (more posts and interaction)
• Link social media with other companies to increase
awareness
• Online only sales and benefits
• Utilize bloggers and their connections/audience

9. Monitoring & Control
What to Monitor
• Google Ad words and the
budget given
• SEOs and their relevance
• Net sales online and in
store
• Increase or decrease in
followers/likes
• Expenses
• Heart/Mind/Market share

10. Predicted Outcomes
• More followers and
customers of the brand
• Increased sales in store
• Increased sales online
• Positive feedback
increases profit from
Google Ad Words
• Increased audience
from blogosphere