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Feature Dorm Wear Means Big Bucks for aerie American Eagle Outfitters, Inc. is keeping positive with the company’s intimates subbrand, aerie. The company opened its first freestanding aerie by American Eagle with a 2,400 sq.ft. unit at the Haywood Mall in Greenville, SC. Estimates are that American Eagle’s apparel subbrand could reach sales of $500 million by 2010.
American Eagle’s intimate clothing concept must be off to a good start, considering the openings of two other freestanding aerie locations. The second aerie store will open at the Riverchase Galleria in Hoover, AL, while the third is scheduled to open at the Woodfield Mall in Schaumburg, IL next month. The newest stores range from 2,200 sq.ft. to 2,800 sq.ft. Meanwhile, beginning last month, intimate apparel areas within American Eagle stores are being converted to aerie shop-in-shops, with enhanced features and graphics, proving to customers that the company is confident with the potential sales of the ladies’ line. Betsy Schumacher, vice president and general merchandise manager of aerie, stated the company could eventually grow the concept to a $1 billion chain.
The seven American Eagle intimates shops that are next to existing American Eagle stores will be renamed aerie by American Eagle. Ten locations are in the U.S. and one is in Canada.
aerie consists of what the company calls “dorm wear,” which includes loungewear, sleepwear, bras and underwear. There are also fitness wear, leggings, robes and slipper socks. “Anything for hanging out,” Schumacher points out. aerie will also begin to carry personal care products in Spring 2007.
Catering to a 15-to-25 year-old, female demographic, the stores are designed to be both uplifting and comfortable. Giving shoppers a feeling of comfort and ease are aerie’s interior designs, set to stimulate both the sense of sight and touch. A variety of light treatments, from backlit shelf displays to track lighting and hanging lights, are offered, as well as the many opportunities to sit down and relax, with a park bench at the front of the store, as well as seating areas in the center of the store and near the dressing rooms. White features stand out against the dark wooden tables and a wooden floor set in a herringbone pattern. “The store feels like a sunroom. It has a warm, residential appeal,” Schumacher adds. “We took a lot of time thinking about fitting rooms. They are large and have seating inside. The floors are carpeted and there are three-way mirrors.”
Having seven years of innerwear experience under its belt, American Eagle knows the intimates business. The company tested bras extensively prior to the launch. Aerie also sells thongs, bikini underwear and cheekies, which sit lower on the hips. Dorm pj pants, dorm Ts, hoodies and robes can be seen on the company’s website, which features the full product range.
And aerie is just the beginning for American Eagle. According to Schumacher, “We’re always looking for opportunities for subbrands.” American Eagle Outfitters currently operates 820 stores in 50 states, Washington, DC and Puerto Rico, and 72 stores throughout Canada. Plans call for 45 to 50 openings during the next several years. This fall the company also launched MARTIN + OSA, a new sportswear concept targeting 25 to 40-year-old women and men. One store is opened in Tysons Corner, VA, while the other is opened in North Park Center in Dallas, TX. The company is planning to open a total of 20 new stores by the end of 2007. Locations will include Fashion Island and San Franciso Center in CA and the Woodfield Shopping Center in Chicago, IL.
For more information, contact Kathy Lorantas, American Eagle Outfitters, Inc., 150 Thorn Hill Drive, Warrendale, PA 15086-7528; 724-779-6013, Fax: 724-779-5776; Web sites: www.aerie.com and www.martinandosa.com. |