Powerpoint I made for my Retailing class

1. AMERICAN EAGLE
OUTFITTERS
MULTICHANNEL RETAILER
Madeline Osman
Summer 2012

2. WHY AE IS MULTICHANNEL
THREE BRANDS :
American Eagle
Aerie
77kids
RETAIL OUTLETS – 900+ in US &
Canada
INTERNET SALES – website for each
brand

3. SUCCESS STORY
FR EQU EN T D ISC OU N TS
Most recently, 40% off for Memorial Day
Similar discounts for many major holiday
shopping events
Loyalty program gives %-off coupons monthly
FREE SHIPPIN G OFFER S
Cuts dissonance for online shopping
H ASSLE -FR EE R ETUR NS
Online order doesn’t fit? Exchange or return in-
store

4. INTERNET SALES
C ON VEN IEN T
Save checkout information
Mobile shopping application
BR OAD ASSORTMEN T
All sizes and products sold in-store
“Internet exclusive” items
AD D ITION AL IN FOR MATION
Customer reviews of products and sizing
information
Seasonal look books for new merchandise

5. STORE CHANNEL
TOU C H & FEEL, R ISK
REDUCTION , and IMMED IATE
GR ATIFIC ATION
Ability to feel and try on clothes before purchase
PER SON AL SERVIC E
Sales associates help find sizes
Help find products
EN TERTAIN MEN T & SOC IA L
EXPERIENC E
Frequented by groups, not individuals
Current music played over store speakers

6. ECONOMIC ENVIRONMENT
American Eagle is not a
luxury brand
But it’s target market is
young adults, who don’t
have a large disposable
income, anyway
American Eagle has
embraced the mobile
future
iPhone applications for
each brand that allow easy
online ordering
http://www.marketwatch.com/story/top-brands-thrive-despite-economy-according-to-millward-
browns-latest-brandztm-top-100-most-valuable-global-brands-study-2012-05-21-2018300

7. TECHNOLOGY ENVIRONMENT
GOOD QUALITY, LOW PRICE
Compared to:
Low quality, low price – Forever 21
High quality, high price – Abercrombie & Fitch
AE quality affordable for everyone
Previously mentioned iPhone applications
use smart technology to increase sales
http://www.wired.com/reviews/2012/05/huawei-mercury/

8. SOCIAL ENVIRONMENT
AMERICAN EAGLE <3’s
COUPONING
Discounts appeal to price-conscious families
AE makes discounts fun
Discounts are frequent and reliable
http://www.virtual-strategy.com/2012/05/16/who-are-you-calling-cheap-
saveeverydaycom-announces-top-ten-most-frugal-cities

9. REGULATORY ENVIRONMENT
SALES TAX? SCHMALES TAX.
American Eagle already applies a sales tax
in-store and online
Regulations pushing a sales tax have little
affect on AE
http://thehill.com/blogs/on-the-money/domestic-taxes/228841-
retailers-rev-up-campaign-for-online-sales-tax