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American Eagle is the last apparel brand standing—and beating out other competitors during the pandemic. 

Oct 01 2020

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)