Target Audience
Target Audience
American Eagle Outfitter’s target audience is people who earn an average income and fall into the middle class with emphasis on young adults with a secondary emphasis on teenagers. Their average annual income would be at an estimated $25K or above, which would allow them to be able to consistently purchase American Eagle Outfitters products. Yet, as these consumers’ incomes decrease due to changes in lifestyle or the economy, so do their discretionary purchases. Despite this, AEO customers remain loyal to the brand, taking pride in purchasing products that are high quality and are from a brand that represents years of tradition. These customers represent the human version of the brand’s personality, which is now: diverse (“ALL-American”), timeless, traditional, comfortable, classy, non-exclusive and trendy.
When it comes to products they purchase for themselves and their family, American Eagle Outfitters customers expect high quality for a reasonable price. They want a brand that represents modern trends that will last them for years to come. AEO customers want to be seen as fashionable but feel comfortable and to wear clothing that stands out from other brands, which is why the brand is moving away from being based on logo designs. Customers tend to enjoy the “All-American” aspect of the brand, while being able to take part in in-store sales and trying the clothes on in person.
DEMOGRAPHICS
Age: 24-34
Secondary Age Group: 15-24
Gender: Both men and women
Marital status: Single
Education: High School +
Income: $25,000+/year per person
Social Class: Young adults
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