In bid for relevance, American Eagle Outfitters is testing concept stores

American Eagle is testing concept stores
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.

Be first to comment