W. Frank Dell II, CMC

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...]

This is not a surprise. The strategy looked good on paper, but failed in the real world. During this recession, consumers have resisted any change. The question is, did the merchandising really take the consumer where they wanted to go? There is a logic jump that says at this age I like this, but as I age further, what will I like? Age brings both minor and major change. A new wife will surely have input into any wardrobe change. Was this factored in correctly?