Values of AE Clothing

American Eagle outfitters is a brand of clothing that competes with the like of Abercrombie & Fitch and Hollister. The brand is quite unkown I think in the UK, it has no stores in the here unlike Abercrombie & Fitch and more recently Hollister, as a result it is not as well known commercially as its competitors are.
All three brands have their stores sell the brand in a similar way, by using music, smell to attract customers. They also do not label their stores in attempt to make passers by more curious of what inside. All marketing techniques.However American Eagle has different ways or different values and also relates to American identity in terms of prosperity and poverty.
Its relation to poverty is down to the fact that it prides itself on being luxurious affordable fashion wear, which it also uses against A&F or Hol.co to be competative. Being cheaper it attracts those who are not as well off, and gives more people freedom of choice, freedom of expression.
If American Eagle is competative and popular then it is related to prosperity. As previously mentioned AE sell their brand using the label "Luxurious" along with A&F or Hol.co so they are considered by the public to be so, whilst still being cheaper.
American Eagle plays mostly on the Value of Freedom so closely associated with American identity. The AE logo is "Live Your Life" what they are saying is liv your life and have fun but do it wearing American Eagle and you can live it better, free'er, more often and have a trillion times more fun.