Download presentation
Presentation is loading. Please wait.
Published byOswald Dickerson Modified over 9 years ago
1
ERNESTO CARRANZA FREDI GARCIA SAMYIA HOSSAIN RAHELE TESFU SAMMY NG CHRISTINA NGUYEN
2
The U.S. workplace is changing from the traditional formal attire dress code to a more business casual dress code. Human resources dress code requirements have been a concern for what is appropriate business casual attire in the workplace. This is an opportunity for American Eagle Outfitters Inc. to add in business casual clothing to their product line.
3
Core values People, integrity, passion, innovation, and teamwork Core-Competency Customer-focused perspective Culture Fun, cool, friendly, open-minded Collaborators China, Guatemala, India, United States, Vietnam
4
American Eagle Outfitters The brand targets 15- to 25-year-old individuals. Aeire: Lingerie sub-brand, targeting the American 15- to 21-year-old female demographic segment. Martin + Osa The company's second stand-alone lifestyle concept, launched in 2006 and targeted men and women from 28 to 40 years of age. 77kids A line of clothing aimed at children from two to ten years of age.
6
Political and Legal Environment A&F law suits & new legislation passed by the legislature. Must comply with federal, state, and local laws and regulations. Economic Environment Recession Unemployment rate High price elasticity Social and Cultural Environment Demographic shifts Cultural changes Social Media Multicultural awareness Technological Environment Keeping up-to date with new technological innovation Opened first corporate office Technology can help market to their target market Technology is available to everyone Expensive
7
SWOT ANALYSIS
8
Psychographic Segmentation Personality Values Lifestyles Needs Outgoing versus shy consumers
9
Outgoing consumers that will wear business casual attire. Individuals who enjoy showcasing their image through apparel to portray themselves to be at a higher quality of standard in clothing Customers who are willing to pay and use the business casual line
10
Differentiation Positioning Approach: American Eagle Outfitters is the best place for trendy business attire because we offer the latest fashion trends at affordable prices.
11
Differentiation positioning New opportunities, new competitors i.e. H&M and Express How to aware loyal customers: Emails about upcoming promotions and printable coupons, text messages, and AEO’s webpage How to attract similar customers from other stores Sponsored posts on social media websites where young adults visit very often
12
Regular rotation of AE Discounts AE Reward Card program offers additional discounts to loyal customers AE credit card can offer layaway plan
13
Personal Selling Beneficial collaboration for the customer Sales Discount Encourages customers to browse and buy “Manalog” Promotional system through AEO web interaction and AEO catalogs
14
Four Distribution centers across US and Canada AEO third party manufacturers In more than 20 countries such as China and Russia AEO has more than 900 retailers across the globe
15
AEO Brand of business casual clothing Male Clothing Button-up shirts with a variety of colors and patterns, fitted polo shirts, skinny pant slacks in three colors. Female Clothing Lightweight blouses, jewelry, fitted pants that have different cuts at the end of the slacks, and small casual work friendly jackets.
16
Short term: Create awareness to the business casual line of AEO. Long term: The business causal line will help increase men’s merchandise sales for the next two fiscal years.
17
Opportunity: Enhance our target market’s apparel image with the introduction of business casual attire which has been triggered in demand with corporate America’s dress code transition from traditional to casual Segmentation: Business Casual users Targeted market: Outgoing-social active individuals who focus on apparel image
Similar presentations
© 2025 SlidePlayer.com. Inc.
All rights reserved.