It’s hard enough to stand out in the global market place. Can you imagine what it takes to stand out on Times Square. If you were meeting someone at Times Square and you told them you would be wearing a red shirt and black hat with a NY logo; chances are there will be someone else in a similar garb.
American Eagle (AE) competes for attention on Times Square against Taxis, Buskers, Coca Cola’s iconic hoardings, the M&M and Disney stores and of course their more direct competition like The Gap, Eddie Bauer and Abercrombie & Fitch
Unbeatable Brand Experience
Women’s Wear Daily, a clothing industry periodical, called AE “one of the hottest retailers in the country,” citing it as “a case study on how to build a brand.” On a recent trip to NY two things got my attention; 2 new pieces of media renaissanced by American Eagle. They have this 40 foot by 30 foot electronic biilboard on the side of their building that makes their customers stars for 15 minutes. So who won’t want to see themselves and their date (or class re-union or marriage proposal or whatever grouping of people) on the big screen of all big screens on the square of all squares. I and my son and his 5 friends did it and even the 3 degrees didn’t bother us while we waited for our moment of fame. Talk about a compelling and memorable brand experience. All the while you wait you get the full AE brand tutorial aka brand video.
The Pink Bag
And then there’s the pink bag. A stroke of genius. Just 12 inches by 8 inches , with an imprint that makes it look like it was hand-done one at a time rather than churned out 1 million at a time, the AE bag is the embodiment of the brand. It is as powerful as any TVC because it gives AE customers something a TV ad cannot; badge value. They target the lucrative youth market–ages 16 to 34–through a young and hip feel to their clothing and in their marketing communications where the medium is the message. Remaining at the chain’s core is its venerable rugged, outdoorsy style.
What’s your brand’s pink bag?
7 December, 2009, 9:31 am