Research Findings
Question 17)
If you shop at American Eagle, what do you go there to shop for?
Jeans, jackets, outerwear, scarves, flannels, winter wear mainly
If you shop at H&M, what do you go there to shop for?
Basic looks, jeans, shirts, pants, really you can get everything there
If you shop at Express, what do you go there to shop for?
Formal wear, dresses, suits, nice shirts and slacks
Question 18)
If you could change something about American Eagle, what would you change?
Answers: They would change price, or if the price remains the same AEO should offer more variety. They feel the clothing is too casual or too traditional and would like to see it more as a nicer H&M.
Findings:
We found that our group would shop more at American Eagle Outfitters more if there was more variety. They feel it is too expensive for their casual clothing and would like to see dressier pieces for the price. They do feel AEO offers good quality and good service. However most felt disenfranchised from the brand because they feel it only appeals to “white people” meaning preppy and upper-class.
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