American Eagle is the last apparel brand standing—and beating out other competitors during the pandemic. The fashion industry took a hit during COVID and while clothing sales fell by 79%, American Eagle Outfitters managed to stay ahead of the game by focusing on their athleisure and loungewear. Their Aerie brand saw 32% rise in revenue and is on track to open 70 new stores this year. The company even launched two more new brands in the midst of a pandemic: Offline, which offers comfortable activewear, and Unsubscribed, a consciously-made, slow fashion line. The root of their success lies in their commitment to their target audience: Gen Z. They heavily invested in focus groups, consumer research (full disclosure: with a little help from YPulse via a Pro subscription and a number of custom research projects), and even an “in-house council” made up of teens and young adults. (Fast Company)
