Summary
American Eagle once again introduces a concept to max. sales productivity , by introducing f.i.t. line in a total of 45 plus doors for holiday.AEO has proven their ability to shift space to grow plus sales.Expanding in this category will also improve gross margins since it is a hot trend that will be on every young females list for xmas.
Analysis
American Eagle has found a way to continue to have comp store sales growth with the addition of f.i.t. classification.As with the Aerie concept last year for 4th QT., AEO has proven they can max. sales productivity by introducing Workout Wear to their female consumer,furthermore, this addition continues to tell the consumer that AEO is the place to shop for new ideas and new lifestyle concepts.
Unlike many other mall based retailers in womens that seem to think the way to ad plus sales is "do things bettter than last year" vs find new lifestyles , ideas that one's targeted consumer would react favorably towards.
