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  3. > American Eagle Outfitters, Inc. : Reacting to a need for change

Introduction

American Eagle Outfitters has long been seen as the go-to for young adults seeking affordable fashion in the US. However, as the overall apparel retail market has struggled, so too have AEO and its competitors. Revenue growth has slowed and profits have fallen, both of which have negatively impacted share price. This case study looks at the reasons for this and the challenges AEO faces.

Features and benefits

* Examines American Eagle Outfitters' business model and how this has led to erratic financial performance in recent years
* Analyzes AEO's performance in relation to its peers and looks at how the company needs to think carefully about where it positions itself
* Looks at how American Eagle Outfitters is reacting to a need for change including store closures, CEO change and brand building

Highlights

This case study analyzes the company's recent performance in terms of revenues, profit, and share price and the reasons behind it. It also contextualizes this by comparing it to the US apparel market as a whole and to AEO's main competitors, namely A&F, Gap, H&M, and Inditex.
This case study looks at the strategies the company has employed to combat a downturn in financial performance, in particular those implemented following the appointment of Robert Hanson as CEO in late 2011. In addition it looks at the impact of external factors, such as adverse weather conditions.
This case study examines a disappointing 2013 for the company and the fallout from this. It also looks at how the company is altering its business model in a bid to return to profitability in what is a highly competitive market.

Your key questions answered

* What is American Eagle Outfitters and who are its major competitors?
* What factors, both strategic and external, have affected American Eagle Outfitters' business in recent years?
* How does American Eagle Outfitters perform in comparison to its competitors?
* What strategies is the company adopting in a bid to reverse the negative trends seen in 2013?

Table Of Contents

American Eagle Outfitters, Inc. : Reacting to a need for change
OVERVIEW
Catalyst
Summary
AMERICAN EAGLE OUTFITTERS: SHRINKING GIANT
What is American Eagle Outfitters?
American Eagle Outfitters: a brief history
American Eagle Outfitters financial results
American Eagle Outfitters: Financial performance FY2010-2013
Robert Hanson's turnaround plan brings short-term results
American Eagle Outfitters: Financial performance FY2014
Markdowns reducing profit margins
AEO must target the trend of affordable fashion
Not all performance factors are within AEO's control
AEO'S FINANCIAL RESULTS IN CONTEXT
Menswear and womenswear markets in the United States
AEO's own strategies are what really drives performance
AEO compared to its competitors
Supermarkets and discount retailers a growing force
AEO REACTING TO NEED FOR CHANGE
CEO Robert Hanson resigns
AEO exits the childrenswear market
Strategic store closures and openings
Renewed focus on e-commerce
Improving brand image
CONCLUSIONS
AEO must limit markdowns and return the brand to its former glory
APPENDIX
Definitions
Sources
Further Reading
Ask the analyst
About MarketLine
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