To: Jenna who wrote (77966 ) 1/7/2000 7:22:00 AM From: kendall harmon Respond to of 120523
AEOS--interesting article here <<WARRENDALE -- Perhaps the key question concerning American Eagle Outfitters' future isn't how high it can fly, but how far. After 10 consecutive quarters of record-breaking sales, 30 percent to 50 percent growth rates are not out of the ordinary. Now, the company is looking to leverage its West Coast expansion into becoming a full-fledged national brand. It's almost there: In September 1998, American Eagle had 350 stores in 40 states. Now, it operates 460 stores in 43 states, more than double the size of the mall-based chain when it went public five years ago. In 1995, after a year of major expansion that left it with too much inventory and a stock value of $10 a share, it might not have seemed possible. But the company rebounded in 1996, altering its merchandising to appeal to younger shoppers. Perhaps more important, Roger Markfield, the company's chief merchandising officer, and executive vice president Michael Scandiffio chose to target the more-profitable female customer base. The move was dramatic, featuring fashion-forward merchandise instead of its old line of T-shirts and flannels. So were the results for American Eagle shareholders. The stock price rose to nearly $55 a share and in 1998 it split twice. Shares were recently trading in the $46 range. While American Eagle's sales haven't slowed, the retailer did encounter a potential roadblock when it was sued by competitor Abercrombie & Fitch of Reynoldsburg, Ohio. In an industry in which "knock-off" is woven into the daily fabric of clothier competition, Abercrombie & Fitch accused American Eagle of unfair trade practices. It sued American Eagle claiming "intentional and systematic copying of its brand, images and business practices, including merchandise and catalog." Dismissed last summer, the lawsuit didn't phase American Eagle's business. As the company continues to fly, expanding into California, Idaho, Nevada and Montana, it's also reported to be looking for a new headquarters, perhaps in the city's central business district. And to cement its position as a youth retailer, American Eagle has an exclusive marketing agreement to provide clothing for the cast of the popular teen TV show, "Dawson's Creek." As Fortune magazine's 16th-fastest growing company for 1999, American Eagle doesn't appear ready to land any time in the near future.>>amcity.com