American Eagle Outfitters is an American clothing and accessories retailer based in Pittsburgh, Pennsylvania. The American Eagle Outfitters brand targets 15 to 25 year old girls and guys, with 900+ stores in the U.S. and Canada and also on online. American Eagle offers apparel and intimates collections for the AE girl, with 150+ stand-alone stores in the U.S. and Canada and also on online. The latest brand, 77kids by American Eagle, is available online at www.77kids.com, as well as at nine stores across the nation. The 77kids brand offers small sizes and great big style for kids 0-14. AE.COM, the online home of the brands of AEO, Inc. ships to 76 countries worldwide.
It was founded in 1977 by Mark and Jerry Silverman as a subsidiary of Retail Ventures, Inc., a company which also owned and operated Silverman's Menswear. The Silvermans sold their ownership interests in 1991. On March 16, 2010, American Eagle Outfitters opened its first store in the Middle East at Mirdif City Centre in Dubai, United Arab Emirates. Some of the best selling products of American Eagle Outfitters are low-rise jeans, polo shirts, graphic T-shirts (with the AE logo and year established), henleys, boxers and briefs, outerwear, and swimwear.
In order to be in better position to distribute its goods properly through its distribution channels it has to make its brand as best brand so that many agencies will come forward. Several years ago, AE sharpened the definition of target customer. Since then AE have been focused on their brand strategy to provide overall value through the entire shopping experience—marketing, service, merchandise quality, price, fashion, and shopping environment. They created a focused brand image based on a youthful active lifestyle, classic American styles and affordability.AE’s brand image is communicated through all aspects of our operations, from merchandising to marketing to our store environment.In order to continue to build brand recognition, AE have allocated more resources to marketing. In Fiscal 1999, AE spent $27.2 million, or 3.3% of sales, on advertising and marketing which was an increase of almost 66% from $16.4 million, or 2.8% of sales in the prior year.
In Fiscal 1998, AE began selling merchandise on their internet site, ae.com , and launched their catalog, AE Magazine . In Fiscal 1999, they experienced increased customer traffic on their internet site, and increased the number and circulation of their catalogs. Increased marketing initiatives further strengthen our brand image. In 1999, they announced several internet partnerships, which link their website to websites of other companies, such as barnesandnoble.com, ESPN, reel.com, and CDNow . they believe these partnerships will add customer traffic and provide complimentary services for our internet customers. Magazine advertising is also an important part of our brand building strategy. AE advertise in magazines such as Mademoiselle, Seventeen, Spin, Teen People , In Style and ESPN . By this AE could increase their Distribution Channels which is a part of distribution strategy.
American Eagle Outfitters, Inc. is built based on trust, honesty and integrity. These virtues are AE most important assets
AE have done Significant changes in 2003 like:
1)Improved merchandising, design, store operations, marketing, and distributing
2)Added new creative talent
3)Streamlined and upgraded processes
4)Reconnected with core customers
It was founded in 1977 by Mark and Jerry Silverman as a subsidiary of Retail Ventures, Inc., a company which also owned and operated Silverman's Menswear. The Silvermans sold their ownership interests in 1991. On March 16, 2010, American Eagle Outfitters opened its first store in the Middle East at Mirdif City Centre in Dubai, United Arab Emirates. Some of the best selling products of American Eagle Outfitters are low-rise jeans, polo shirts, graphic T-shirts (with the AE logo and year established), henleys, boxers and briefs, outerwear, and swimwear.
In order to be in better position to distribute its goods properly through its distribution channels it has to make its brand as best brand so that many agencies will come forward. Several years ago, AE sharpened the definition of target customer. Since then AE have been focused on their brand strategy to provide overall value through the entire shopping experience—marketing, service, merchandise quality, price, fashion, and shopping environment. They created a focused brand image based on a youthful active lifestyle, classic American styles and affordability.AE’s brand image is communicated through all aspects of our operations, from merchandising to marketing to our store environment.In order to continue to build brand recognition, AE have allocated more resources to marketing. In Fiscal 1999, AE spent $27.2 million, or 3.3% of sales, on advertising and marketing which was an increase of almost 66% from $16.4 million, or 2.8% of sales in the prior year.
In Fiscal 1998, AE began selling merchandise on their internet site, ae.com , and launched their catalog, AE Magazine . In Fiscal 1999, they experienced increased customer traffic on their internet site, and increased the number and circulation of their catalogs. Increased marketing initiatives further strengthen our brand image. In 1999, they announced several internet partnerships, which link their website to websites of other companies, such as barnesandnoble.com, ESPN, reel.com, and CDNow . they believe these partnerships will add customer traffic and provide complimentary services for our internet customers. Magazine advertising is also an important part of our brand building strategy. AE advertise in magazines such as Mademoiselle, Seventeen, Spin, Teen People , In Style and ESPN . By this AE could increase their Distribution Channels which is a part of distribution strategy.
American Eagle Outfitters, Inc. is built based on trust, honesty and integrity. These virtues are AE most important assets
AE have done Significant changes in 2003 like:
1)Improved merchandising, design, store operations, marketing, and distributing
2)Added new creative talent
3)Streamlined and upgraded processes
4)Reconnected with core customers