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American Eagle Outfitters SWOT & PESTLE Analysis

ID : 52778253| May 2021| 14 pages

COMPANY PROFILE -American Eagle Outfitters

Business Sector :Fashion & Lifestyle

Operating Geography :United States, North America, Global

About American Eagle Outfitters :

American Eagle Outfitters, Inc. is an American company which was founded in 1977. The company has its headquarters located in Pittsburgh, Pennsylvania, USA. It is an American lifestyle, clothing, and accessories retailer which was originally formed as a subsidiary of Retail Ventures Jerry and Mark Silverman. The company manufactures outfits that are manly suitable for university and high school students. The outfit range includes Apparel including jeans, polo shirts, graphic T-shirts, accessories, lingerie, personal care and footwear. The company is also the parent company of Aerie which launched its new fitness range "Offline" in July 2020. Martin + Osa, 77kids and Tailgate are some of the other notable subsidiaries of the company.
The first company store was opened in Novi, Michigan in 1977. The company now has over 940 American Eagle stores, 148 Aerie stand-alone stores, 5 Tailgate stores, and two Todd Snyder stores located in US, Canada, Mexico, China and Hong Kong (as per February 2020 records). It also has stores located in several key cities around the world and also offers its products to around 81 countries all over the world through its websites ae.com, aerie.com, and ToddSnyder.com.
The company employs around 46000 people as of early 2020. The mission statement of American Eagle Outfitters reads, “To not only continue to lead the 15 — 25-yearold lifestyle retail market, but to be a part of that lifestyle beyond just fashion. The USP or unique seeling proposition of American Eagle Outfitters lies in the fact that it presents high-quality merchandise at affordable prices.

American Eagle Outfitters Revenue :


USD 4,308 million – FY ended 1st February 2020 (y-o-y increase of 3%)
USD 4,036 million – FY ended 1st February 2019

Competitive Analysis of American Eagle Outfitters

SWOT
PESTLE
The SWOT analysis for American Eagle Outfitters is presented below in a table followed by the detailed analysis report.
StrengthsWeaknesses
1. Strong portfolio of highly recognized and trusted brands
2. Wide customer reach through digital, omni and retail
3. Robust track record of top line growth and profitability
4. Inventory rationalization and supply chain innovation
5. Dominating a large portion of the teen clothing wallet
1. Merchandise sourced from suppliers concentrated in Asia
2. Unsatisfactory environmental and labour ratings
OpportunitiesThreats
1. Leveraging technology to provide a more convenient consumer experience
2. Tapping into the progressive social leanings of Generation Z
1. Risk of mall traffic headwinds on merchandise margins
2. Trade tensions arising from US-China trade war
3. Highly competitive business and significant pricing pressures from existing and new competitors
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Detailed SWOT Analysis of American Eagle Outfitters

Strength

1. Strong portfolio of highly recognized and trusted brands: American Eagle Outfitters (AEO) operates on a very strong and robust portfolio of highly recognized and trusted brands, including the two of most popular brands nowadays, American Eagle and Aerie. Targeting people falling in the age group of 15 to 25 years old, the brand American Eagle is renowned for its broad assortment of clothing and accessories as well as a leading jeans collection. The second most renowned brand, Aerie derives its uniqueness from promoting body positivity and empowerment and can be considered as one of the fastest growing specialty retail brands. The brand offerings include intimates, soft apparel, sleepwear, swim and personal care products. In the fiscal year of 2019, these two brands contributed 3.5 billion and 800 million dollars to the overall revenue of that year. In 2019, Aerie continued record breaking momentum and became a market leader for intimates and feel-good apparel.

2. Wide customer reach through digital, omni and retail: Years and years of experience has enabled American Eagle Outfitters to broaden its customer reach with a particularly strong presence in the core North American markets. The company operates on a fleet of 1,095 company-owned stores and 217 licensed store locations spread across 24 countries. This healthy store fleet operations leverages the benefits of AEO’s highly compelling omni-channel platform. Moreover, AEO runs a strong digital business with the help of its leading omni-channel capabilities. This omni-channel platform enables the company to ship to over 80 countries globally along with aiding the firm to pilot same day deliveries in the US in 2019. Running a cross country platform was made possible by AEO with a few key global partnerships.

The remaining section of “Strength” is available only in the 'Complete Report' on purchase.

Weakness

This section is available only in the 'Complete Report' on purchase.

Opportunity

This section is available only in the 'Complete Report' on purchase.

Threats

This section is available only in the 'Complete Report' on purchase.

Major Competitors :

  • H&M
  • Aeropostale
  • Gap Inc.
  • Abercrombie & Fitch Company
  • UNIQLO
  • The Buckle
  • Inditex

Major Brands :

  • AMERICAN EAGLE OUTFITTERS
  • AMERICAN EAGLE
  • AE
  • AEO
  • LIVE YOUR LIFE
  • AERIE
  • Flying Eagle Design
  • TODD SNYDER
  • TAILGATE
  • MOOD CHILL MIND
  • BODYTM
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References used in American Eagle Outfitters SWOT & PESTLE Analysis Report

1. Investor Presentation April 2020 - http://s1.q4cdn.com/457120574/files/doc_presentations/2020/2020.04-AEO-Investor-Presentation.pdf
2. American Eagle is not taking adequate steps to ensure payment of a living age for its orkers. https://directory.goodonyou.eco/brand/american-eagle?_ga=2.29452413.3769433.1599924608-1270156583.1599924608
3. A.E.O.Inc Anuual Report 2019 - http://s1.q4cdn.com/457120574/files/doc_financials/2019/2019-Annual-Report-(3).pdf
4. American Eagle Outfitters shares slide after downgrade on merchandise issues and mall traffic pressure – https://www.marketwatch.com/story/american-eagle-outfitters-shares-slide-after-downgrade-on-merchandise-issues-and-mall-traffic-pressure-2020-02-18
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SWOT & PESTLE.com (2021). American Eagle Outfitters SWOT & PESTLE Analysis - SWOT & PESTLE.com. [online] Available at: https://www.swotandpestle.com/american-eagle-outfitters/ [Accessed 02 Aug, 2021].

In-text: (SWOT & PESTLE.com, 2021)

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American Eagle Outfitters SWOT and PESTLE analysis has been conducted by Anindya Anindita and reviewed by senior analysts from Barakaat Consulting.

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