1. Image
Vision
Mission
Segmentation /
Differentiation /Positioning
Brand Design
Added Value
Personality
Brand Essence
Brand Identity
Image: -American Prep Style
-Laidback and "carefree" clothing trend for teens
-Quality clothing at an affordable price
Vision: -To maintain the American Prep style while
adding in more trendier pieces
-Keeping up with target markets expectations for
ecommerce (websites, social media, new innovative
technology for sales and advertising)
Mission: -Removal of large plastered logo on
clothing
-Correcting merchandise to meet target
markets expectations
-Change of atmosphere in store and online
Segmentation/Differentiation/Positioning:
-Mass market, stand alone stores, factory stores, E-
commerce, Locations in large shopping centres
-To target men who are looking to maintain an
American Prep style. American Eagle's heritage is
based on denim and offering high quality clothing and
accessories that allow for versatility within our
markets needs
-Versatility of clothing, Quality items, and Rewards
programs, E-commerce
Brand Design:
-Strong denim category
-Tops, Bottoms, underwear, socks, shoes,
accessories, Cologne
-American Prep Style
Added Value:
-Product assortment allows for versatility in the
target markets daily activities including school,
work, social activities, and everything in between
Personality:
-15 to 25 years of age
-"Live your life" perspective, laidback and carefree
-Students who engage in multiple activities
throughout the day
Brand Essence:
- Versatile, American Prep Style for any occasion
Brand Identity: -Competent, innovative, trendy
-Separate social media page for menswear
-Related to celebrity target market aspires to be
-In-Store events (New launches, social media
celebrity)