How American Eagle Reinvented Its Fulfillment Strategy

The Covid-19 pandemic hit American Eagle Outfitters hard. At first, people had little interest in buying the latest fashion items while they were isolated indoors.
Link: How American Eagle Reinvented Its Fulfillment Strategy

@Harshida Shekar on the PR trail…

I mean some of this is Harvard press but it’s interesting nonetheless.

Now that Quiet was a part of American Eagle, should it keep on serving its other customers? Some clients were even American Eagle’s fashion competitors. Should American Eagle fire them? If it did, it would only be utilizing 50% of Quiet’s capacity. This would result in the effective cost per item shipped to drastically increase — in effect, shooting ourselves in the foot. On the other hand, serving other companies and competitors could potentially create loss of focus, at least, or conflicts of interest, at worst.

I think we will soon see a spin-off where the Quiet+Airterra & all the surrounding IP & services will become its own entity. It would make sense in the long run. I wouldn’t be surprised if this narrative is put out there strategically to get people thinking about it.


I think this makes a lot of sense @Harshida to eventually spin it back out. Is the margin better than the rest of the AEO business? I haven’t done that research. Logistics usually not terribly high margins :slight_smile:

To me this article is mostly Harvard PR puff-piece…

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Does anyone have a contact for Quiet?

From the point of view of a retailer from the UK that might want to use their network, but also whether a retailer in the UK could joint venture to extend the network

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I do @Miles_Thomas I will message you.

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