American Eagle Outfitters (AEO) is a portfolio of unique, loved and enduring brands: American Eagle, Aerie, OFFL/NE by Aerie, Todd Snyder and Unsubscribed. They focus on providing a welcoming and engaging customer experience. They are one of the most famous Jeans retailers in the USA and other countries.
Their iconic jeans are known for their quality and affordable prices. We wanted to evaluate the brand on various parameters in this report and we studied the E-Comm of American Eagle USA to analyze their Women Jeans offerings from the following perspectives.
1.We evaluated 3 months of sales ie July 2023 ,Jan 2023 and Aug 2022 to see what differences we can note related to various aspects of the products during these 3 months.These aspects include FITS, MATERIALS / CONSTRUCTIONS, DEFINITIONS etc.
2.We studied over 600 product styles in these months to arrive at the following charts and graphs to give a deeper in sights into the brands consumer facing front.
3.How is the pricing of American Eagle Women Jeans currently at the online retail level. What kind of price bands does it fall into..Also it was important to find out how much the brand was discounting during this period as the markets have not been very good over the last year and there has been huge discounting done by retailers to get rid of their stocks. It helps to understand the strength or weakness of the brand during such trying times.
4.We also wanted to understand how the composition of fabrics used for the jeans as it does reflect the particular focus of a brand where it tries to get a good balance between sustainability and fashion. We analyze the top few compositions which were most used during this time by American Eagle in their women jeans. We also wanted to see if the brand was strategizing on its fiber inputs and does it reflect in its recent assortment of product offerings . We shall bring out a table with all the most popular compositions along with a complete table of all compositions for our readers to analyze themselves.
Graphs included : a) Total approx no of women jeans styles in each of these months sold online
b) The average pricing of all these jeans
c) Average discounting in each of these months and average pricing after discounts. It is interesting to see the average price movement with discounting effects by the brand
d) Approx FIT breakup of styles during each of these months. This will reflect if American Eagle has changed its Fits in a big way during this period or not.
e) Most popular compositions during these months. We will list out the major compositions used (and in how many styles ) during each month to give an idea of kind of fibers being used for the fabrics
f) Graphical trends on the types of stretchability of fabrics used – from rigid to super stretch during this one year period covering specifically these 3 months.
g) Insights into their sustainability focus as we look into the kind of sustainable fibers they are using and whether this mix is changing over the months. Various graphs will make this more clear.
AMERICAN EAGLE WOMEN JEANS STYLES
As we can see from below figures, the women jeans table of American Eagle USA Ecomm had approximately 234 women jeans styles in August 2022, about 180 styles in Jan 2023 and about 186 styles in July 2023. The number has decreased over the last 1 year as we can see in the following graph.
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Since the report is very big , of 50 pages , we are attaching the link from where you can download the same and read at leisure !
Continuing our weekly news snippets, here are some interesting ones for Week 51.
AEO COMPLETES QUITE LOGISTICS ACQUISITION
Quiet Logistics has been bought by American Eagle Outfitters for a total of 360 million dollars. The deal was initially revealed in November, and it would give the fashion giant more control over its supply chain. In Boston, Chicago, Los Angeles, Dallas, St. Louis, and Jacksonville, the logistics company maintains a network of fulfillment facilities that use cutting-edge technologies, including robotics. Quiet Logistics, which will be an American Eagle wholly-owned subsidiary, will continue to operate independently. According to AEO, the network will support the retailer’s future expansion while also creating economies of scale as it expands its customers to include more brands and retailers looking for advanced logistical capabilities.
“I am thrilled to officially welcome Quiet Logistics into the American Eagle Outfitters Inc. portfolio, cementing a collaborative partnership that has meaningfully contributed to our financial results over the past 18 months.†said Jay Schottenstein, executive chairman and CEO, American Eagle Outfitters.
INDITEX MAKES A €238 MILLION INVESTMENT IN THE NEW ZARA HEADQUARTERS
Zara has invested 238 million euros on a new headquarters within Inditex’s Arteixo complex, which will house the Zara sales and design teams. Construction on the new headquarters will begin in January, assuming all necessary approvals, and will take around two years. The new facilities are intended to reinforce the horizontal work dynamics among designers, patternmakers, and sales professionals, which are backed by creativity and articulated around open collaboration and communication. They are being designed with a focus on their lines, broad open spaces, energy efficiency, and sustainability credentials. The new five-story building (with two additional basement parking levels) will match the visual character of the nearby offices, which hold the zara.com operations.
The new headquarter will be equipped with a next-generation facility management system that will ensure that all of its components work together in perfect harmony at all times, responding to changes in interior and outdoor temperatures and air quality. In the spirit of sustainability, the impact of the construction process will be reduced by employing technology during the design phase.
M&S EXPANDS ITS SPORTSWEAR BRAND GOODMOVE AS ACTIVEWEAR SALES BOOST
With a new January campaign, Marks & Spencer has unveiled the SS22 range of its athletic brand Goodmove. New developments in the Goodmove line, which is endorsed by guest brand Speedo, include front-adjustable sports bras. The campaign will run throughout the whole month of January, with the goal of capturing customers’ health and wellness mindsets. M&S Family Matters data supports this, indicating that customers are contemplating significant lifestyle adjustments in early 2022. According to the survey, 64 percent of respondents want to take their health more seriously than previously, and 63 percent want to exercise more. Goodmove has evolved to be the company’s largest in-house brand, with 275 items in womenswear, menswear, and kidswear. Every year, the shop sells 1.6 million Goodmove goods, with activewear becoming a major focus.
“Shaping the future of M&S clothing means continuing to maximise the strength of our own brand product: consistently focusing on everyday style & value, heroing product categories that matter most to our customers and developing our unique in-house brands. Goodmove is our biggest own brand, a credible competitor in the growing activewear market and a truly relevant offer for our customers. With health and wellness more important than ever for our customers, we’re starting 2022 with a bold campaign for Goodmove that highlights both the trusted value of the product and the important innovations within the range.†said Richard Price, MD M&S.
H&M AND FOTOGRAFISKA JOINED FORCES TO PROMOTE TEXTILE SUSTAINABILITY
Sweden’s non-profit H&M Foundation and famed photography gallery Fotografiska have teamed together to inspire action in support of the UN’s Sustainable Development Goals through the power of visual communication. It will look at what a planet-friendly fashion sector may look like, as well as how to speed up the development of inclusive communities. The two-year project begins with Tobias Gremmler, a visual artist and multimedia pioneer, and his show The Changing Room at Fotografiska Stockholm. The artist leads Fotografiska’s guests on a trip to imagine a world where clothing may grow directly on human skin through a variety of imaginative notions in a scenographic media exhibition.
In the 3D inspiration room ‘The Future is Here’, seven examples of planet-friendly solutions that may revolutionise the fashion industry are shown to further raise awareness about how innovation can drive transformation. According to a press release from H&M, this online tour allows anybody to learn more about these concepts from the comfort of their own home.
PATAGONIA SHUTS THEIR STORES AND OFFICES FROM CHRISTMAS TILL NEW YEAR
Leading US outdoor apparel and gear company Patagonia has announced the shutdown of its shops, offices, and warehouses in the United States and Canada for the whole week of Christmas and New Year. While the goal is to give all of the company’s employees a much-needed vacation, the decision is remarkable since staff will apparently be paid time off during this time. While the website will remain online, shipments will be delayed until after the holiday week, according to the brand.
Though it is uncertain how many funds Patagonia would lose by closing its shops, offices, and warehouses, the company earned 60% more sales in a December week in 2020 than it did in any of the previous 11 months. It was significantly greater for clothes businesses, at 85 percent and higher. At a time when Patagonia’s workers are struggling on a social and economic level, the action reaffirms the company’s concept that it doesn’t simply talk the talk when it comes to people and the environment; it always does the walk.
EUROPEAN E-RETAILER ZALANDO ANNOUNCES A NEW MANAGEMENT BOARD
Zalando has announced a new management board setup, which will take effect on March 1, 2022. David Schröder, the company’s chief financial officer, will take on the newly established job of chief operating officer (COO), which will be responsible for establishing and growing Zalando’s distinctive skills in order to support the company’s development. Dr Sandra Dembeck has been named new chief financial officer (CFO) by the Zalando supervisory board, and she will be in charge of the finance and group governance teams. According to a press release, the changes align the setup with Zalando’s future needs in furthering its strategic agenda of being the Starting Point for Fashion and growing the business to more than €30 billion in Gross Merchandise Volume by 2025, as laid out at its Capital Market Days in 2019 and 2021.
Zalando is continuing to focus on three strategic dimensions: expanding its active customer base and enhancing customer connections, accelerating the shift to a platform business, and developing a sustainable platform with a net-positive impact on people and the environment.
