Creative Strategy Brief
Sales Objectives
-Increase in number of products by 10% by July 1, 2016
-Increase market price from $16.14 to $18.00 by July 1, 2016
-Increase fourth quarter sales by 15% after the third quarter increase of 9%
Communication Objectives
-Convince consumers that American Eagle is high quality fashion forward brand
-Promote a community of loyal American Eagle shoppers
-Create awareness of charity donations and loyalty programs
-Promote American Eagle as the "All American" inclusive brand.
Target Audience
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
Desire Action
Consumers visit stores and purchase American Eagle Apparel
Consumers create and strengthen the AE community
Key Insight
Consumers shop at American Eagle because it offers high quality clothes that are diversely
American and fashion forward.
Promise/Benefit Statement
American Eagle promises the highest quality products and a great in-store experience that fosters a community of fashion.
Support
Highest quality material guarantee
Brand Personality
Young, fashionable, American, adventurous, vibrant, trendy
Brand Essence
American fashion
Tone And Manner
Classic, excited, elegant
Media To Be Used
Print, Digital, Out of Home (OOH), and Public Realtions
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