American Eagle is hoping their new label will help them to win back teens. The brand, Don’t Ask Why, follows the recently popular trends of “soft dressing, restricted sizing, [and] a California aesthetic.” Those qualities make it very similar to the Brandy Melville brand, which has had a lot of success with young female shoppers. Don’t Ask Why is being used to test and experiment with concepts that could be applied to AE products if successful. (Racked)
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