Positioning Statement
American Eagle
To middle-class, young adult people who enjoy fashion, American Eagle Outfitters is the brand of “All-American” clothing that provides a high quality product that is fashion forward and has been worn and loved by customers for years.
DESIRABLE
American Eagle Outfitters is high quality, fashionable, All-American, comfortable and has a strong brand name.
DISTINCTIVE
American Eagle Outfitters is the only clothing brand that offers an All-
American look that has a timeless look.
DELIVERABLE
American Eagle Outfitters holds the standard for high quality All-American
clothing that delivers exclusivity with a loyalty program and an excellent in-store experience.
DURABLE
American Eagle Outfitters has a history of being the retailer of high-quality clothing and upcoming fashions, and the products will become exclusive with a revamped loyalty program and higher prices.
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