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American Eagle Outfitters

American Eagle Outfitters

The exclusive sponsor of MTV’s Spring Break. A starring role on The Apprentice. More than 900 stores in the U.S. and Canada. It’s no surprise that American Eagle Outfitters was named the leading lifestyle retailer among 15- to 25-year-olds, beating out brands like Old Navy, Abercrombie & Fitch and Urban Outfitters. To ensure that it remained at the top of this extremely competitive category, the $3.1 billion brand turned to 160over90 for creative collaboration.

Situation

With other teen-oriented brands knocking at its door, American Eagle Outfitters needed 160over90 to help increase loyalty among millennials and Generation-Y consumers, while drawing attention to its flagship store in New York’s Times Square.

Solution

Utilizing the all-American collegiate image that defines the AEO brand, we produced design and packaging that capture the imagination of this fickle, yet highly coveted, population. Our work has included the development and promotion of an integrated loyalty program (the AE All-Access Pass), a comprehensive system that encourages shoppers to return to the store by offering discounts, rewards and exclusive media content through a continually updated website. Our work also includes rotating seasonal point-of-purchase displays, national print ad campaigns, hangtag design, and on-product and in-store graphics and video development for the store’s rabidly popular denim line. We also assist in the creation of the company’s annual shareholder report.

Results

American Eagle Outfitters has since become the #1 denim retailer in the United States, while the All-Access loyalty program has skyrocketed to over four million members — accounting for 40 percent of AEO’s sales and increasing social media interactions across all channels.

#1 Denim Retailer in the U.S.
Loyalty Program Accounts for 40% of Sales
Over 4 Million Loyalty Program Members