Gene Detroyer

American Eagle Closing Martin & Osa

March 10, 2010

FROM RETAILWIRE:
American Eagle was hoping its Martin + Osa concept would give it a bridge to consumers that had outgrown its teen and young adult American Eagle line. On Monday, the company pulled the plug on the concept. What is your reaction to American Eagle's decision to close Martin + Osa?      [more...]

Both of American Eagle's extensions are in no man's land.

If you are going to try to build a lifetime brand, start the brand early and end it late. Build the BRAND. We may denigrate BabyGap, but they are doing it the right way. There is a GAP in every extension they make. The banner has a meaning. The demographic is the same (though the age is different).

American Eagle, by not using the AE brand, loses that connection; which by the way, is fine, but then the new operation must be operated independently, focusing on the age demographic and not the AE demographic.