The new brand's inspiration comes from Martin + Osa Johnson, who in the 1920s, were an adventurous couple (in the world of travel).
We were concerned at the time that this inspiration could easily turn into something like the original Banana Republic concept, but now with its first stores opening, it appears that AE have done a great job in turning this idea into something interesting.
So what have they done?
1. They Defined Martin + Osa's Brand Values
Man +Woman
Function + Style
Active + Elegant
Focused + Spontaneous
Innovative + Classic
Witty + Sophisticated
The Have Some Product Rules
If it doesn't work with jeans, chinos and sneakers, we don't make it
If it looks like it'll dissolve in the rain, we don't make it
If it looks like it's made for a 20 year old, we don't make it
If it can't be worn here, there and everywhere, we don?t make it
If it can't be carried in a duffle bag, we don't make it
If it doesn't look better over time, we don't make it
They Defined the Culture that Surrounds The Brand
Books include:
Rough Guide to the USA
McSweeney's
Geocaching Across American
Postsecret
Surfing Photographs from the 1970s
Music includes:
Temptations
The Elms
New York Dolls
They are Executing in Interesting Ways
Martin + Osa stores have no display windows or a front doors
Store design that reflects the idea of bringing the outdoors inside
Ads shot by Tim Walker- using the outdoors inside theme
M + O are encouraging people to bring their old jeans to the stores, so they can be donate to charities
AE has often been criticized for simply being a low-cost facsimile of Abercrombie, with Martin + Osa they appear to be creating a distinctive brand, ironically, the masterminds behind this are none other than the husband and wife team, Charles and Michelle Martin, formerly of Abercrombie and Fitch.
American Eagle is forecasting Martin + Osa will add an additional $1 billion to its revenue over the next 10 years.
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i posted about Martin + Osa last week, might be interesting to some: <br> <br>http://lightheavyweight.blogspot.com/2006/09/american-eagles-martin-osa-launches.html
Posted by finn mckenty on 09/19/2006 02:48 PM