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Analysis of the Marketing Communications : American Eagle

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case study
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  1. Analysis of the Marketing Communications
    1. Description of the company
    2. Description of the product
    3. Mediums- American Eagle Outfitters
    4. Central Theme and Message
    5. Evaluation of marketing communication activities

American Eagle Outfitters, Inc., a Pennsylvania based company, is a leading retailer that designs, markets and sells its own brand of laidback, current clothing targeting 15 to 25 year-olds, providing high-quality merchandise at affordable prices. The first American Eagle Outfitters store opened in the United States in 1977 and expanded the brand into Canada in 2001. The retailer distribute merchandise via its e-commerce operation, ae.com, which offers additional sizes, colors and styles of favorite AE merchandise which ships around the world.

Its original collection includes standards like jeans and graphic T-shirts, as well as essentials that include:
accessories, outerwear, footwear, basics and swimwear under American Eagle Outfitters, American Eagle and AE brand names. The Company plans to open MARTIN + OSA, a new sportswear concept targeting 25 to 40 year-old women and men, by the end of 2006. Additionally, the Company plans to introduce Aerie by American Eagle, its new intimates sub-brand, in the fall of 2006. Currently, American Eagle Outfitters operates 869 AE stores in 50 states, the District of Columbia and Puerto Rico, and 71 AE stores in Canada. AE also operates a Website, ae.com, which offers additional sizes and styles of favorite AE merchandise.

[...] The combination of cool style + music is a nice hook to get in AE's customer's minds so they can relate the brand American Eagle to I-Pod. In turn, this will help to increase sales in the retail locations and drive more traffic to the company's website. AE will be able to define their customer's music taste. There is a serial number attached to each card which is measurable. There will be a link on the AE website to a customer service link. [...]


[...] American Eagle's IMC program uses a combination of these marketing communications so far that include: Internet, Word of mouth, print advertising, events, sales promotions, PR, and the ad campaign, ?Live Your Life.? Its current strategy can be improved by a creative approach that includes postcard direct mail pieces, sponsorships, partnerships and increased exposure of online advertising. The expected Return on Investment (ROI) will be for the new medium that will be introduced in 2007. The internal information sources that will be utilized will be: Financial Reports (2005 AE Annual Report- AE website, Hoovers, AE's accounting firm). [...]


[...] On July 10th 2006, American Eagle formed a partnership with AMC movie theatres to offer tickets to the first one million customers who try on a pair of AE jeans at selected stores nationwide. The popular retail brand is going to create awareness for its new line of back to school wear combining two of its customers' favorite pastimes, shopping at American Eagle and going to the movies. Customers can also visit ae.com to get a chance to win a lifetime supply of jeans and AMC movie theatre tickets. [...]

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