Listening to Brands
Listening to Brands with today's many platforms of social media can seem like an endless podcast. Nevertheless, I set out on the task to see what people were saying about my favorite clothing brand, American Eagle. I have been a customer of theirs for the better half of two decades it seems and I have always been extremely happy with the products they provide, but would the majority of their customers feel the same? Lets take a look.
In my media search I began with Facebook. Going through the first page of posts, I was actually quiet shocked; There were so many dissatisfied customers making comments/posts that I almost couldn't understand how I have had such a "good luck strike" with this brand. Many of the dissatisfaction topics seems to be over shipping, defective products, and customer service. One Facebook user said:
In my media search I began with Facebook. Going through the first page of posts, I was actually quiet shocked; There were so many dissatisfied customers making comments/posts that I almost couldn't understand how I have had such a "good luck strike" with this brand. Many of the dissatisfaction topics seems to be over shipping, defective products, and customer service. One Facebook user said:
Another user said the customer service was terrible:
And lastly (for this blog, not for American Eagle sadly) said this about the products being defective:
After moving on to another social media platform, Twitter, I started to find some positive feedback about the brand in question.
One twitterer had this to say about the brands modeling campaign:
One twitterer had this to say about the brands modeling campaign:
other companies.. take note!
Another also commented on the AE's modeling campaign:
Although, I did start to see negative and disappointing feedback on twitter. Furthermore, What I found interesting between the different social media platforms was that even though there was a ton of negative comments/post being made on both social media platforms there did not seem to be much of a response from the company on Facebook, compared to the almost immediate responses customers were getting on twitter. 😲
This is what I found for the Value Propositions American Eagle holds:
WE ARE AMERICAN EAGLE.
We make jeans for every body. We stand for individuality, freedom, and difference. And we believe in the ones who reveal their true selves to the world.
Our brand celebrates those who won’t be contained by someone else’s labels. Real individuals with passion and purpose.
We want to help them share their true selves with the world – their style, their creativity, their stories their strengths.
Take what we make & make it yours. #AEXME
THE AMERICAN EAGLE OUTFITTERS brand strives to not only continue to lead the 15 — 25-yearold lifestyle retail market, but to be a part of that lifestyle beyond just fashion. Known for our t-shirts and hoodies but built upon the quality and heritage of our denim, we seek to be a consistent presence throughout young men’s & women’s lifestyles. Casual comfort and a relaxed attitude have made AEO the brand it is today.
aerie is bras, undies and more for every girl. We want to make our girls feel good about who they are, inside and out. It’s time to think real. It’s time to get real. No retouching. No supermodels. Because the real you is sexy.
OUR COMPANY VALUES are incorporated into every way we operate our business.
PEOPLE - The vitality of our company resides in people: our associates, our customers and our partners. We value and respect different backgrounds, unique talents and eclectic tastes; they strengthen our ability to succeed. We care about our associates: we empower them, we reward them. We give back generously to the communities where we work and play.
INTEGRITY - We keep our promises. We hold ourselves accountable to the highest standards and we do the right thing. We wisely measure and manage risk. In the face of difficulties and challenges, we don’t compromise. We are polite and professional—always.
PASSION - Our passion infuses our actions with purpose. It transforms stores into places of energy and customer delight. Our offices, design center and distribution centers hum with energy, activity and enthusiasm. We collaborate. We engage. We adhere to a keen sense of detail.
INNOVATION - We operate in a dynamic and competitive industry. We are curious, enterprising and resourceful. Our associates embody entrepreneurial spirit, develop creative solutions and initiate change. We continually refine the unique processes that drive our business, and we use insightful research and analysis to balance our instinct and to guide our decisions.
TEAMWORK - We work together: listening to one another, reaching consensus and supporting group decisions. We celebrate achievements. Because we respect and trust one another and commit ourselves to our company goals, our teamwork succeeds.
Overall, if I was the brand manager, after scouring these social media platforms I would say we
definitely have some improving and work to do. The issues that customers are complaining about go against some of the values set and we HAVE to fix our customer service issues in the shipping division, customer service department, and re-address the quality of the products. I would put emphasis on the online customer service responses for the customer service department. Also, I think revamp training procedures for employees and looking into employee incentives could produce better results.
Listening to other customers about the brand I oh so love has had a gloomy undertone that I was not expecting. I feel fortunate not having the issues so many of my peers have had. I still love the brand and will continue to be a loyal customer. I hope that for the future of this company it takes its customer service more seriously and continues to improve on its brand, products, and values.
thank you Although, I did start to see negative and disappointing feedback on twitter. Furthermore, What I found interesting between the different social media platforms was that even though there was a ton of negative comments/post being made on both social media platforms there did not seem to be much of a response from the company on Facebook, compared to the almost immediate responses customers were getting on twitter. 😲
This is what I found for the Value Propositions American Eagle holds:
WE ARE AMERICAN EAGLE.
We make jeans for every body. We stand for individuality, freedom, and difference. And we believe in the ones who reveal their true selves to the world.
Our brand celebrates those who won’t be contained by someone else’s labels. Real individuals with passion and purpose.
We want to help them share their true selves with the world – their style, their creativity, their stories their strengths.
Take what we make & make it yours. #AEXME
THE AMERICAN EAGLE OUTFITTERS brand strives to not only continue to lead the 15 — 25-yearold lifestyle retail market, but to be a part of that lifestyle beyond just fashion. Known for our t-shirts and hoodies but built upon the quality and heritage of our denim, we seek to be a consistent presence throughout young men’s & women’s lifestyles. Casual comfort and a relaxed attitude have made AEO the brand it is today.
aerie is bras, undies and more for every girl. We want to make our girls feel good about who they are, inside and out. It’s time to think real. It’s time to get real. No retouching. No supermodels. Because the real you is sexy.
OUR COMPANY VALUES are incorporated into every way we operate our business.
PEOPLE - The vitality of our company resides in people: our associates, our customers and our partners. We value and respect different backgrounds, unique talents and eclectic tastes; they strengthen our ability to succeed. We care about our associates: we empower them, we reward them. We give back generously to the communities where we work and play.
INTEGRITY - We keep our promises. We hold ourselves accountable to the highest standards and we do the right thing. We wisely measure and manage risk. In the face of difficulties and challenges, we don’t compromise. We are polite and professional—always.
PASSION - Our passion infuses our actions with purpose. It transforms stores into places of energy and customer delight. Our offices, design center and distribution centers hum with energy, activity and enthusiasm. We collaborate. We engage. We adhere to a keen sense of detail.
INNOVATION - We operate in a dynamic and competitive industry. We are curious, enterprising and resourceful. Our associates embody entrepreneurial spirit, develop creative solutions and initiate change. We continually refine the unique processes that drive our business, and we use insightful research and analysis to balance our instinct and to guide our decisions.
TEAMWORK - We work together: listening to one another, reaching consensus and supporting group decisions. We celebrate achievements. Because we respect and trust one another and commit ourselves to our company goals, our teamwork succeeds.
Overall, if I was the brand manager, after scouring these social media platforms I would say we
definitely have some improving and work to do. The issues that customers are complaining about go against some of the values set and we HAVE to fix our customer service issues in the shipping division, customer service department, and re-address the quality of the products. I would put emphasis on the online customer service responses for the customer service department. Also, I think revamp training procedures for employees and looking into employee incentives could produce better results.
Sources:
“Job Opportunities at American Eagle Outfitters.” AEO Careers, aeo.jobs/info/page1.
https://aeo.jobs/info/page1
Comments
Post a Comment