Repositioning Three Firms Engaged in Thesis

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Placement is another area in which American Eagle can make a change. They can open new stores that offer a slightly less intense shopping experience, and position those stores in a more urban setting than their current suburban base. American Eagle's repositioning should not come at the expense of its current positioning as a relatively fashion-forward mass marketer. The new target market will respond to this, especially the members who have already been shopping at AE. With respect to price, marketing to consumers that have now entered the workforce will give AE the opportunity to move into higher price points. The production costs on the new goods will not likely be significantly higher, so the result will be improved margins.

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The advertising will be key to reaching this group. American Eagle currently only reaches this target market incidentally, as their marketing occasionally reaches members of this demographic. The company will need to be active, particularly with its website and store displays, in demonstrating that they have made updates to the product line. For a major repositioning such as this, television and print ads targeted to the demographic will also be valuable. Communication of the change will be the major focus......

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"Repositioning Three Firms Engaged In", 12 April 2009, Accessed.5 June. 2026,
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