Source: Business of Fashion
Summary
American Eagle Outfitters reported better-than-expected Q2 results, thanks in part to the strong performance of its Aerie and Offline brands. The company’s net sales rose 5 percent to $1.2 billion, with Aerie’s sales increasing 16 percent. American Eagle Outfitters’ CEO Jay Schottenstein attributed the success to the brands’ ability to connect with young consumers.
Our Reading
The trend returns with a new name.
Aerie’s success is reminiscent of the early 2000s’ rise of Abercrombie & Fitch and Hollister. Offline’s focus on comfort and sustainability echoes the athleisure wear trend. The brands’ popularity among young consumers is not surprising, given the cyclical nature of fashion. Aerie’s body positivity campaign, launched in 2014, now feels like a precursor to the current inclusivity movement. The look feels familiar because it’s been done before.
Author: Evan Null
