Digital Marketing StrategyMelissa Novak

Company Overview American Eagle Outfitters, Inc. is a leading global specialty retailers operating more than 1,000 stores in the United States, Canada, Mexico, China and Hong Kong. They ship to over 80 countries worldwide through their online website. The company offers clothing, accessories, and personal care products under their two brands, American Eagle Outfitters and Aerie.

1977 1991 2000 2001 2010 2012

Company Grows 153 Promotional Record Net International New CEOfounded stores Campaign Income: locations w/ TV Shows $105.5 mill

Target Market

American Eagle Outfitters: -The target audience of the brand is men and women ages 15-35. -This age range includes the world’s most prominent users of social media, online resources, and smart phones.

Aerie:-The target audience of the brand is 15-21 men and women. -Made for younger girls and focused on lingerie and sleepwear

Retail Competitors

SWOTSTRENGTHS -Simple designs -Friendly atmosphere -Multiple sale days -Catchy Logo-Catchy brand name-Pricing power over consumers

WEAKNESSES-Stores only in larger cities-Economy spending-Generally high prices versus competitors -Lack of scale vs. rivals (increases costs)-Younger consumers

OPPORTUNITIES -New retail stores constantly opening worldwide-Online store-New markets for children age 2-10-Can use financial leverage to expand the business-New Markets for products -Create discount stores

THREATS- Abercrombie & Fitch Lawsuits- Similar products for cheaper prices at

different stores- Intense competition- Economic slowdowns - High gas prices are hurting retailers

Marketing Objectives

-Increase positive brand awareness and recognition by 25% over two years -Expand Internet marketing to increase online sales by 5%

Revamp Brand Image

Objective- Refocus the public’s image of the brand to gain a 25% increase in positive awareness increase net sales by 5-10%

Tactic- “Casual Clothing” Campaign • Year long campaign to remind public of the brands image• Highest quality casual wear with the convenience of being

trendy, fashionable, and comfortable. Media- All will focus and project the new “image” • Print• Store Front• Ads

Increase Internet Marketing

Objective- Increase sales from E-Commerce by increasing Internet and social media usage

Tactics- Increase online usage• Digital advertising (Google Ad Words, SEO )• Facebook Advertising (more posts and interaction)• Link social media with other companies to increase

awareness • Online only sales and benefits • Utilize bloggers and their connections/audience

Monitoring & Control

What to Monitor• Google Ad words and the

budget given • SEOs and their relevance • Net sales online and in

store• Increase or decrease in

followers/likes• Expenses • Heart/Mind/Market share

Predicted Outcomes

• More followers and customers of the brand

• Increased sales in store• Increased sales online • Positive feedback

increases profit from Google Ad Words

• Increased audience from blogosphere