Martin + Osa = Success?

Adding to the discussion several weeks ago about American Eagle, I have some new thoughts. In the Grand Rapids Press today I found a small little blurb titled “Eagle Spreads Wings.” This article tells about how American Eagle Outfitters Inc. is planning a chain of stores to market to 25 to 40 year-olds. The new chain is supposed to be named Martin + Osa, named after a Kansas couple who were photographers in the early 20th century. The stores will feature casual clothing, denim, and sportswear.

This may be a good idea for American Eagle, who also has some Bluenotes stores as well. They want to expand their market with this new line of clothing stores. American Eagle clothing was mostly marketed to the high school and college-aged youth. Their advertising, workers, and models all make this apparent. But what happens when this age grows up? Most likely they will completely adjust their clothing styles to more professional clothing for work. However, they will probably still want comfortable clothing for after work, weekends, and for camping/vacations. This is where the new Martin + Osa clothing comes into play.

While I don’t really care for the name, I do think that it can work positively for AE. American Eagle has developed a name for having quality clothing that is comfortable, stylish, and moderately priced. Once people find out that Martin + Osa is an AE brand, I think that they will be attracted to it. No matter how professional a person becomes, they will still want their casual and comfortable clothing for after work. If Martin + Osa can truly market themselves to the target market that they say, they will become successful.