By Bethany Biron.
In order to avoid the demise befallen by some of its fellow mall brands, American Eagle Outfitters is testing experiential retail with a temporary concept store set to launch in Manhattan’s Union Square.
The shop, titled AE Studio, opens to the public on Nov. 10 with a focus on spotlighting the brand’s denim line. For American Eagle, the store is a reflection of the brand’s larger strategy to experiment with new physical retail models and tap into the burgeoning trend of pop-up shops taking the retail industry by storm. These spaces — which are optimized for social media with custom artwork and innovative design — help raise awareness for new products and drive foot traffic, particularly as the traditional malls where the company once thrived continue to decline.
“We’re the No. 2 jeans retailer in America, and our goal is to be No. 1,” said Chad Kessler, global brand president at American Eagle Outfitters. “The goal for AE Studio is to be a lab for us to see the customer reaction firsthand and learn about our new experience.”
Read more at Glossy.