Case Study: American Eagle

CHALLENGE

The young adult apparel category is one of the most competitive in retailing. Boutique brands come and go; classic brands run hot and cold; and big-box alternatives challenge both with new looks and competitive prices. It’s a wildly unpredictable market, and staying ahead requires innovative strategies.

American Eagle came to Lextant with a need to study how its customers shop online and in-store. AE wanted to understand not just the experiences that frustrate and delight in each channel, but how their customers wished they could shop. 

SOLUTION

Lextant studied shoppers using methods that evoked open dialog, candid assessments, and big ideas. Each participant was given a video camera, a journal, and spending money with instructions to create their own “shopping documentary” in an American Eagle store or at home using ae.com. This fun, empowering activity allowed participants to express their experiences using their own voice — visually, and well as verbally.

Then two Lextant researchers met with the participants in their homes to talk about and describe their shopping experiences.  Through participatory creation of the “ideal store”, and casual (yet focused) conversations, a rich, deep understanding of the true AE customer and the ideal AE shopping experience was born.

RESULTS

The research led to actionable recommendations that inspired and guided new strategic brainstorming that could radically change how AE customers shop in store. The ae.com development team immediately revamped the site to meet the needs voiced by the participants. And the words of these consumers were shared through communications materials that reached every store associate across the country.