Target Market of American Eagle
There are way too many clothing companies these days, as the clothing industry is rapidly expanding. It is remarkable is when a brand does not lose its hype after being around for a while. American Eagle is one of those iconic brands and also today’s topic. It was founded in 1977. Just take a second to think about how long of a history it has. Nowadays, both teenagers and adults love purchasing items from American Eagle for the sake of its comfort, quality, and reliability. We will analyze the marketing tactics of American Eagle to understand the story behind its success better.
First and foremost, we are going to take a look at a campaign of American Eagle.
Teens these days use Snapchat daily. That platform allows them to maintain an ongoing connection. Kids send each other Snaps every day, which enables them to keep streaks. Nobody wants to lose that connection. This allows people to get to know each other personally since Streaks mainly involve daily activities.
So this campaign is in collaboration with Snapchat. Other than that, the campaign stars Chase Stokes, Madison Bailey, Addison Rae, Caleb McLaughlin, and Jenna Ortega. All of them are young creative enthusiasts that teens look up to.
It is a back-to-school campaign. Thus, understandably, the younger representatives of Generation Z are the audience that the company targeted. The goal of the campaign is to encourage people to show off parts of their personalities through fabulous clothing.
Another company chose the faces of this campaign incredibly smartly because those celebrities are also Gen Z members.
The company paid specific attention to denim, which is more or less its signature category. “Future Together. Jeans Forever’ becomes more understandable now.
Now, what role does Snapchat play in all of this? Just like any other social network, Snapchat has many interesting utilization techniques. It is not just a tool to send short videos of yourself to someone else.
But there is a chat section where other than your phone’s emojis, you can use Bitmoji. Bitmoji allows you to customize an animated version of yourself. Besides choosing your hairstyle, eye color, and body type, you can also dress your Bitmoji.
That by itself is an incredibly fascinating aspect of Snapchat. You can change your Bitmoji’s outfits every day and make it look as close to your real-life outfit as possible. American Eagle jeans are amongst the options of pants for your Bitmoji.
Bitmoji has made it possible for American Eagle to launch its first-ever clothing line. That, of course, could not have been possible without Chase, Caleb, Addison, Jenna, and Madison. For the campaign, the companies made Bitmoji avatars of those celebrities.
They were wearing their outfits according to the campaign ads. These outfits are available for everyone to use. However, putting together their own outfits is that much more fun and unique.
The vision behind this campaign is also pretty special. It expresses the ongoing and valid mission of the brand. What this company has in mind is to spread love and positivity. At the end of the day, those qualities allow one to be fully open to expressing their own uniqueness. This is the opinion that Jennifer Foyle has, who is the president and executive creative director of the brand.
This company is all about exploring and putting out there new styles. The goal is to invent new jeans that are not only fashionable but also comfortable. However, American Eagle’s offers are not limited to jeans. Within the product variety, you can also spot hoodies, polo t-shirts, flannels, etc.
Young people are also supposed to express themselves, regardless of where they are. So, if school is their place of being, let the school hallways be a fashion runway. The idea is not for kids to compare themselves with others and develop unnecessary insecurities. But the purpose is to let students adequately express themselves and take style inspirations from their friends.
Next up, we are going to analyze the communication strategy of American Eagle.
“Live your life.” is the slogan that American Eagle goes by. This slogan is so straightforward. The brand wants to encourage its customers to do whatever it is that they want.
Especially the younger generation has so much pressure to act a certain way. They have expectations from their parents, grandparents, peers, teachers that they want to fulfill. It starts from the youngest age.
While as kids, it is incredibly typical to have parents direct them, at some point, it becomes a behavioral pattern. Kids want to have society’s blessing with what they want to do with their lives when they grow up. That includes where they want to go to school, which major they are eager to apply to, etc.
That also makes people think that they have a say in others’ lives surrounding them. And all of that becomes a rabbit hole that is difficult to escape from.
Instead, companies like American Eagle want to spread a revolutionary message. While this slogan looks plain and nonpowerful at first glance, all it takes is twenty seconds to realize the message.
Life is too short to worry about what others think. Life is also too short to be a burden on someone else’s life with your thoughts. So what is left for you to do is live your life.
Whether it is about the decisions you make, your outfit choices, personality, your duties, you are the only person in charge of those. So stop paying attention to useless stereotypes, comments, and concerns that may bother you. Stand up for yourself, and explore the variety of mysteries and beauties of this thing that we call life.
The last topic that we are going to look at is the segment that American Eagle has chosen to target.
But first, let us watch this short video to unravel what we have in mind.
This ad is the next level of motivation. It is incredibly short but says a lot of meaningful stuff that all of us need to hear every now and then. We can see a girl and a guy rocking American Eagle outfits. They are simply having fun in the car on the beach, in a desert, in the woods.
The narrative is about the importance of one’s past. It is a universal understanding that starting right at this moment from where you are can get you a long way. However, it is essential not to forget the journey you had. You should be thankful for all the challenges, lessons, and happy moments you went through that got you here.
It does not matter what your timeline is as long as you have fun with it. Sometimes you are going to stop and look back at your journey. It is going to feel like your safe space and the answer to some questions that you might have.
But it is also vital to have people next to you to support you through the different stages of your development. Likewise, it is just as important to have some items that represent your comfort zone. Among those things, you can find jeans. Your perfect jeans fit you just right, look great, and last for a long time.
Finding comfort in outfits is something we take for granted. Success starts from a good mood, ambition, and motivation. But why do we forget that some of the good spirits come from getting ready in the morning? Putting together amazing outfits has never been more iconic because ‘Jeans are forever.
Now, what do we gather from this video?
First and foremost, we do not see only one person’s story while watching this ad. We see strong collaboration between two people. We see them bond over things that only they understand. And we infer their love and support for each other.
Other than the purpose of this being an American Eagle ad, we can perceive the stress on jeans somewhat differently. These people pay particular attention to how they look and how they handle themselves.
The importance of style is another message we can receive. It plays a role that is significant in these characters’ lives. It is a motivating factor of success, and it is the same in the case of the presumable segment.
At this point, it becomes evident that the segment that American Eagle has chosen to target is Chardonnays.
Lifestyle and values.
One thing that distinguishes Chardonnays from any other segment is positivity. This is a helpful aspect of the segment’s life because it helps them to quickly escape tricky situations.
As simple as it sounds, Chardonnays love enjoying life. They adore spending memorable moments with friends. As Chardonnays are sociable, they can pretty much be around anyone. As long as they go on adventures, varying backgrounds of encounters do not matter.
Chardonnays particularly enjoy making friends with people that come from foreign cultures. Because the latter allows them to be introduced to international values to an extent.
Lots of people spend a good amount of time getting ready in the morning. Chardonnays, however, are next level. They have to carefully pick out an outfit, jewelry that goes with it, nice shoes, etc. There is always that person in a friend group that looks effortlessly beautiful.
But deep down, you know that they put a lot of effort into their look. Chardonnays are those people.
This segment believes in some sort of greater power. For some, it is God. For some others, it is the universe or some higher spirit.
Being unique is another thing that Chardonnays value. They want to show the world all the great things about themselves and inspire many.
“Where do Chardonnays find residence?” you may wonder. Well, their outgoing personality does not mesh well with small towns. Therefore, you can find this segment living in urban cities.
Although Chardonnays attempt to succeed in their career, sometimes they are unwilling to take the extra mile. If the next step requires too much work, Chardonnays would rather stay out of it.
This segment is gifted with charisma. This allows them to be the center of attention in their family, friend group, and workplace.
Some Chardonnays work mainly for earning money. Why so? Well, their obsession with good looks has probably hinted at their attraction to impulsive purchasing. To be able to spend money, they must earn an excessive amount.
Brand usage.
Shopping is more of a lifestyle for Chardonnays. It is something they love doing as a hobby.
Chardonnays are modern about their style. However, they are not brand-oriented. They will purchase luxury goods, but those do not have to signify the brand they belong to. This segment is trendy, but let’s not forget about elegance.
Chardonnays love it when a lot of thought is put into an ad. The ad has to resemble something inspiring and powerful. If you want to sell Chardonnays a product, you have got to prove the product’s worth.
Other interesting facts.
Chardonnays take on hobbies that show their personalities. They enjoy going out and catching new glances through their undeniable charm. As their news sources, Chardonnays utilize the media. Their area of interests is broad, varying from beauty, social trends, love, etc.
And there, we wrap on the ‘Target Market of American Eagle’ blog. It is one of the signature jeans companies in America. We expanded on the company’s marketing tactics while focusing on specific areas. Among those were a campaign and slogan of the company. The ultimate topic we looked at was the segment that American Eagle has chosen to target. To read more blogs about this and other brands, make sure to check out our main website.
