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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