American Eagle Outfitters is a clothing brand founded in 1977 that targets 15-25 year olds. To revitalize its brand image, the document proposes expanding its target age range to 15-40 years old. It suggests updating the logo to feature the American flag inside the eagle silhouette. The brand slogan would change from "Live Your Life" to "The World is Yours" to emphasize following dreams and passions. To communicate this new image, the document recommends renovating store designs, featuring young adults in ads, employing 20-40 year old staff, sponsoring adventurous events, and telling the brand story of freedom and individuality.
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
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.
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
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.
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:
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.
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.