Executive Summary
1
The American Eagle Outfitters Brand, although revered by customers, is falling victim to changes in the consumer preferences with many moving towards lower priced trendy stores. American Eagle is percieved as being overpriced without justification and not catering to a diverse audience. Many consumers feel that they can purchase the same products elsewhere at discounted prices. Because of this American Eagle Outfitters has lost its ablity to draw people into their stores. It is imperative that AEO nourishes its identity as America's brand and everyones place for every day style.
To compensate for evolving consumer attitudes, this plan will work to redefine American Eagle's unique identity in order to give consumers reason again to come into the stores and make purchases. Consumer research showed that consumers will pay more for a product if it is percieved as high quality and timeless. We will promote this perception of American Eagle though advertising the brand's new design features and high quality, timeless style. To address the convoluded brand personality we will use public relation efforts which focus on AEO's emphasized inclusivity and diversity.