Positioning is important for companies to create a distinction relative to other competing brands. For this project, the dimension of this positioning map is related to the style and price offered by AEO and its key competitors. The competition between American Eagle with Abercrombie and Fitch and Urban Outfitters, is not only because of targeting the same market, but because of the related prices and innovative products that attract that same target market. Mapping the competitive positioning of American Eagle, it is recognized that this company is in an affordable position when talking about the opportunity people have, to obtain their products with a reasonable price depending on its brands. Here, the advantage of AEO in having its Aerie …show more content…
This brand is recognized as a very pricey brand. Its consumers are those that can pay a premium price for perceived quality and a fashion recognition that not all can have. When referring to quality, this company offers a youthful, casual, diverse, and luxurious brand personality. The brand has regular promotions and sales, targets all ethnicities, and likes to promote a difference in the world with their clothes. Abercrombie and Fitch’s casual and luxury style has established a high reputation since this company is known for making their customers perceived a luxurious upscale image and feeling. The company characterizes for having Abercrombie kids that creates smart and creative apparel that certifies quality for children from 3 to 14 years. Another brand is Hollister. This brand is recognized as that one that celebrates the liberating spirit of the endless summer inside everyone. Inspired by California’s laidback attitude, Hollister’s clothes are designed to be lived in and made your own, for wherever life takes you. In addition, Gilly Hicks, that compares to AEO’s Aerie brand, it carries bras, bralettes, undies, swimwear, loungewear and sleepwear (Annual Report 2016, p.3). A&F is recognized for categorizing their price range respecting to the product line selling. Thus, the ability of offering its products at a premium price without having to offer a …show more content…
The brand offers different collections of fashion apparel and accessories, most of them related to a funky and hipster style. This company is recognized for integrating art and architecture when designing their clothes. This is an advantage for this firm because people like to have an identity and so the idea of expressing an individualistic self with Urban Outfitters’ clothes. In addition, Urban Outfitters has the Anthropologie Group that consists of the Bhldn and Terrain brands. These brands offer women’s casual apparel and accessories, intimates, shoes, beauty, home furnishings and a diverse array of gifts and decorative items that makes of Urban Outfitters a brand recognized for improving and diversifying its inventory to more customers (Annual Report 2016, p.3). Its prices so are quite expensive because of the value of the goods. Nonetheless, the brand can offer lower prices to expand their target audience sometimes. Urban outfitters takes care of adapting its urban image to the actual and continuous changes of trends. This last characteristic is significant for American Eagle when stating for having a unique image that cannot be easily compared to other