El fatni houda 2B5016 (AEO)

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  • Marketing CommunicationsEl Fatni Houda2B5016Prof: Adam Acar

  • Introduction: AMERICAN EAGLE OUTFITTERSAmerican Eagle Outfitters, American Eagle, AEEstablished in 1977Target audience 15-25 years old900 stores in the US and CanadaCool clothes, footwear, accessories Logo Eagle

  • 1- Current brand Image & associationsAmerican Eagle Outfitters came out as casual and fun

  • 1- Current brand Image & associations

    Brand ImageBrand personality

  • 2- Brand Pyramid

    High quality trending clothes , & accessoires at affordable prices

    Be part of the life style

  • 3- Consumer insightsAs displayed by the image, the models are teenagers, therefore the targeted consumers is in the age spin, especially between 15 -25 years old.Targeting older ages will expand the market and the company will gain new consumers, that will eventually develop into long term and heavy consumers .Therefore, re-branding is absolutely necessary for AEO.

  • 4- Overall Brand Strategy

  • 5- Brand Positioning (Competitors)Abercrombie & FitchGAPPACIFIC SUNWEAR

  • 5- Brand Positioning (Competitors)

  • 5-Brand Positioning: PODLow Prices Compared to CompetitorsBright LightingPlays musicComfortable Chairs in StoresAll-Access PassAE Credit CardsUnique Sales Strategy-In Stores

  • 5-Brand Positioning: POD

    Free Shipping on Martin+OSA.comInternational Shipping (41 countries)Offers Music, Email, and VideosExtended Sizes and Colors

    Unique Sales Strategy Online

  • 6-Brand PromiseCasual comfort and a relaxed attitude

  • MAIN COMPETITORS$2.32$1.39$15.9$3.312006 Sales in billion 7-Brand archetype : #3 The Explorer

    Quote:Exploration is really the essence of the human spirit. ~ Frank BormanMotto:Dont fence me in.Driving desire:the freedom to find out who you are through exploring the worldGoal:to experience a better, more authentic, more fulfilling lifeBiggest fear:getting trapped, conformity, and inner emptinessStrategy:journey, seeking out and experiencing new things, escape from boredomWeakness:aimless wandering, becoming a misfitTalent:autonomy, ambition, being true to ones soulAlso known as:seeker, iconoclast, wanderer, individualist, pilgrimExplorer archetypes in the wild:helps people feel free, nonconformist or pioneeringrugged and sturdy or for use in the great outdoors or in dangerous settingscan be purchased from a catalog or on the Internethelp people express their individualitycan be purchased for consumption on the godifferentiate from a successful regular guy/gal brand or conformist brandculture that creates new and exciting products or experiencesAmerican Eagle Outfitters tag line: Live your life ----- Explorer Brand

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  • 8-Current & New Logo CurrentNewAmerican Eagle being a native bird of North America is considered to be one of the most prominent and patriotic symbols of America and is featured on the Great Seal. The brand named itself after this identity forming symbol and made a silhouette of the bird in flight as its final logo.Along with the American Eagle logo the brand has live your life as its tag line.The message: Bold and Free.Keeping the Eagle and adding the American flag inside it in in order to emphasize more on the brand name, culture and heritage.

  • 9-Current and new: Brand sloganLive your LifeCurrent:

  • 9-Current and new: Brand sloganThe World Is Yours: From the huge success of the #WeAllCan campaign by AEO, changing the current slogan to this new one will emphasis on what the brand already stands for .It is an invitation to the young generation to follow their dreams and passions.New:

  • 10. Current and new: Current Brand Target

  • 10. Current and new: New Brand Target

    Age : 15- 40

    Moreover, the parents of the customers are seen shopping with their children and sometimes shopping for themselves and buying the latest shirts and jeans. This shows that they too can be young and "hip".

    This means targeting an older age will be very helpful and profitable for AEO.

    Family life cycle:

    High school, college student, new parents, working mother and father.

  • 11.How are you going to achieve/communicate the new image?Re-newel of the shops design and themes from time to time Include young-adult / famous musician ( Cool ) in the commercials

    Employees from 20 to 40 years old

    Be involved in the TV commercials

    Encourage the customers in the products design

    Event sponsorship ( Adventurous events)

    Tell the brand story

  • 11.How are you going to achieve/communicate the new image?

    Tell the brand story :

    Back in 1977, the Sliverman brothers, Jerry and Mark were feeling something wrong is going on with the world. Everything looked grey and pale and everyone looked the same. The brothers then have decided to do something about it, and that thing was what the bold Americans always stranded for, it was the freedom, the courage, the joy, the love. It was the Eagle.Since that day, the Eagle community have always being feeling young, free and bold.Join the Eagle community and you too, be an American Eagle Outfitter.

  • THANK YOU

    AEO#TheWorldIsYours

  • Class Presentation

  • Marketing CommunicationsEl Fatni Houda2B5016Prof: Adam Acar

  • 1. Introduction

  • 2- Brand Pyramid

    High quality trending clothes , & accessoires at affordable prices

    Be part of the life style

  • 3. New Brand Target

    Age : 15- 40

    The parents of the customers are seen shopping with their children and sometimes shopping for themselves and buying the latest shirts and jeans. This shows that they too can be young and "hip".

    This means targeting an older age will be very helpful and profitable for AEO.

    Family life cycle:

    High school, college student, new parents, working mother and father.

  • 4-Current & New Logo CurrentNewAmerican Eagle being a native bird of North America is considered to be one of the most prominent and patriotic symbols of America and is featured on the Great Seal. The brand named itself after this identity forming symbol and made a silhouette of the bird in flight as its final logo.Along with the American Eagle logo the brand has live your life as its tag line.The message: Bold and Free.Keeping the Eagle and adding the American flag inside it in in order to emphasize more on the brand name, culture and heritage.

  • 5-Current and New: Brand sloganLive your LifeCurrent: New: The World Is YoursFrom the huge success of the #WeAllCan campaign by AEO, changing the current slogan to this new one will emphasis on what the brand already stands for .It is an invitation to the young generation to follow their dreams and passions.

  • 6.How are you going to achievethe new image?Re-newel of the shops design and themes from time to time Include young-adult / famous musician ( Cool ) in the commercials

    Employees from 20 to 40 years old

    Be involved in the TV commercials

    Encourage the customers in the products design

    Event sponsorship ( Adventurous events)

    Tell the brand story

  • 6.How are you going to achieve/communicate the new image?

    Tell the brand story :

    Back in 1977, the Sliverman brothers, Jerry and Mark were feeling something wrong is going on with the world. Everything looked grey and pale and everyone looked the same. The brothers then have decided to do something about it, and that thing was what the bold Americans always stranded for, it was the freedom, the courage, the joy, the love. It was the Eagle.Since that day, the Eagle community have always being feeling young, free and bold.Join the Eagle community and you too, be an American Eagle Outfitter.

  • THANK YOU

    AEO#TheWorldIsYours

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