Finanzas: How Has American Eagle Performed In 2016?
diciembre 29, 2016
Amid a tough retail environment, American Eagle Outfitters has delivered well this year, with revenue rising 4% year to date, and consolidated comparable sales also increasing by the same percentage.
While these may seem like modest figures, considering it was on the back of a positive 9% comp last year, it is impressive.
The sales growth was driven by strength in the digital business, fueled by rapid growth in the mobile channel.
Amid a tough retail environment, American Eagle Outfitters (NYSE:AEO) has delivered well this year, with revenue rising 4% year to date, and consolidated comparable sales also increasing by the same percentage. While these may seem like modest figures, considering it was on the back of a positive 9% comp last year, it is impressive. The sales growth was driven by strength in the digital business, fueled by rapid growth in the mobile channel.
American Eagle’s Aerie brand, which is the company’s lingerie and activewear segment, has been performing strongly for the past several quarters. The third quarter of 2016 was another breakout one, with comparable sales increasing 21%, a sixth consecutive quarter with comps over 20%. While weak mall traffic and a soft macro environment have negatively impacted other brands, American Eagle and Aerie have been gaining market share. According to Jen Foyle, Global Brand President of Aerie, the company wants to be “a real player in the intimates sector.” The company’s game-changing campaign in 2014 for its Aerie brand, where the lingerie brand decided to feature only unairbrushed models in its ads, has paid off for the company. The sales increased immensely thereafter (20% growth in FY 2015), and shows no signs of slowing down. As an extension to its #AerieReal campaign, the company in April revealed its #AerieMan campaign, as a parody, featuring a mix of quirky characters of different sizes and personalities sharing their “real life” stories in their skivvies. This marks its pledge to forego retouching even male models in their underwear and swimwear products, beginning Holiday 2016. Such campaigns also generate a lot of online chatter and debate, sparking off a ton of good publicity, increasing their brand loyalty, and thus, helping their business grow. As noted by Foyle, the #AerieReal campaign reached 4 billion media impressions in 2015. The brand’s innovation around the bralettes has continued to see great momentum throughout the year. Additionally, a new yoga-inspired line – Chill. Play. Move. – was also launched to an incredible response in the third quarter. The newly designed stores are also generating productivity at 50% above the older formats. The company is on track with its expansion plans, and will end the year with 10 to 15 such stores, and another 25 by the end of next year.
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