American Eagle Outfitters Mission Statement

Overview and Current Climate
American Eagle Outfitters (AEO), also referred to as American Eagle, is a specialty retailer that aims to sell high-quality, trendy clothing and accessories. Their target market includes teenagers and young adults. They offer two brands, American Eagle and Aerie. Each of their brands highlights a distinct lifestyle. Aerie focuses on providing activewear, loungewear, and intimates geared toward women. American Eagle, on the other hand, is a leader in American jeans and aims to provide a casual style rooted in authenticity that empowers their customers to embrace their individuality. Early 2023, saw the launch of American Eagle’s AE 24/7, which expands the company’s athleisure offers to men.
AEO is categorized under

As of January 2023, American Eagle operates 865 AE stores and 295 Aerie stores worldwide. American Eagle’s corporate strategy focuses on a “Real Power. Real Growth.” value creation as described in their most recent 10-K. As mentioned in the overview, American Eagle Outfitters uses an omnichannel approach for their company. Customers can view inventory across their different channels. This approach connects the physical stores to their digital platforms and improves their customer’s shopping experience. Customers can purchase items online line and then pick them up in-store through their website or app, or if they found something in the store they liked but needed a different size, customers have the option to order from the store and have it shipped directly to their homes, known as

With the rise of social media, retailers have had to reevaluate their strategy in order to take advantage of the benefits associated with these platforms. These benefits have become more apparent in the last few years with the rise of TikTok and Instagram. Digital retailing now extends beyond a traditional website for selling products. Now, it’s about creating engaging content that creates connects with and draws in potential customers. For American Eagle, their target market is very young and the way in which that group consumes information has changed rapidly. A great example of how valuable these channels are is when Aerie released their Crossover Leggings in 2021. TikTok influencer, Hannah Schlenker, posted about her most recent buy from Aerie and the leggings went viral which resulted in the leggings selling out and the brand investing in a range of crossover styles to cater to their customer's preferences (Ruane, 2021). American Eagle has now incorporated this into their core strategy to generate revenue. They’ve collaborated with influencers like Jenna Ortega, Mxmtoon, and Javiera across TikTok and Instagram to build connections with their target audience and promote their