Katya Sen’s post “Aldo’s Mass Customization Strategy” took my attention into mass marketing strategy. An example about that topic is the Zara case which we did in one of the lectures. Another example related to this topic is e-marketing and mass marketing strategy of company called American Eagle Outfitters.

American Eagle Outfitters is an American clothing brand, and their target audience is based on mostly teenagers. However, their diverse range of products, and suitable pricing leads adults to shop from this company. As we can see, company’s unique marketing strategy is their mass customization strategy. Customers purchase their products mostly from company’s webpage. Moreover, company offers online sales from their official website, and it is a simply designed and categorized web page where a customer can find every product of the company. Thus, customers purchase their products mostly from company’s webpage. Key difference between store sales and online sales is the diverse range of products.

Company mostly concentrated on their online sales, because it is much easier to show their products to customers and easier to make revenue. Both less fixed and variable costs create better discounts on online products, and provide broad variety of their own products. Consequently, customers don’t have to check the stores and they can purchase their favourite color-striped shirt or khaki pant via one click.

Related Articles:

http://247wallst.com/2012/08/22/american-eagle-outfitters-jumps-on-results/

http://www.internetretailer.com/2011/03/09/american-eagle-stalls-2010-flat-web-sales