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September 11, 2020

Business American Eagle Outfitters’ new chief creative officer on why the company still believes in stores and why the fashion industry is poised for a post-pandemic renaissance

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Business jennifer foyle american eagle aerieBusiness jennifer foyle american eagle aerie Jennifer Foyle became as soon as promoted to chief inventive officer of American Eagle Outfitters this week.

American Eagle Outfitters


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  • On Wednesday, Jennifer Foyle became as soon as promoted to chief inventive officer of American Eagle Outfitters. 
  • Foyle became as soon as beforehand the world tag president of Aerie, American Eagle Outfitters’ standard of living tag. She is going to now head merchandising, agree with, and marketing for both Aerie and American Eagle. 
  • “We’re ready to grow when loads of shops are closing,” Foyle said in an interview with Alternate Insider. “I occupy that that is one other point of distinction for our portfolio, that we are increasing, we’re opening, we’re absorbing ahead in these uncertain times, but that is the keep you would possibly maybe well maybe maybe the truth is dominate and lift market portion.”
  • Seek the advice of with Alternate Insider’s homepage for further tales.

American Eagle Outfitters’ Aerie tag has been on a shuffle as of gradual. 

Jennifer Foyle has guided that success because the world tag president of Aerie, which specializes in underwear, activewear, loungewear, and swim, since 2010. Underneath her leadership, Aerie famously stopped the practice of photoshopping items and developed physique positivity as phase of its tag. 

On Wednesday, Foyle became as soon as promoted to chief inventive officer of American Eagle Outfitters, leading merchandising, agree with, and marketing for both Aerie and American Eagle. 

In an interview with Alternate Insider, she said she appears to be like to be like ahead to working with Chad Kessler, world tag president of American Eagle, to expend building on a monstrous of individuality and inclusivity for American Eagle, Aerie, and the currently launched Aerie sub-tag Offline

“We’re ready to grow when loads of shops are closing,” Foyle said. “I occupy that that is one other point of distinction for our portfolio, that we are increasing, we’re opening, we’re absorbing ahead in these uncertain times, but that is the keep you would possibly maybe well maybe maybe the truth is dominate and lift market portion.”

American Eagle Outfitters reported blended ends up in its most traditional quarter. Whereas Aerie’s income grew 32% for the quarter, the American Eagle tag’s income declined 26%. Each producers saw digital revenues grow tremendously, with a 142% amplify for Aerie and a 47% bump for American Eagle.

For the length of the earnings call, executives shared that digital penetration for Aerie is now above 50%.

They also said that the company plans to forestall between 40 and 50 American Eagle stores this one year, with doubtlessly extra closures on the skill next one year as leases expire.  

However Foyle said that the company serene very noteworthy believes in stores. Twenty-five contemporary Aerie stores will initiating this one year, including two areas for the contemporary Offline tag. The first Offline retailer will initiating in Nashville this tumble. 

“I occupy there will continuously be inquire of of for some bodily presence,” Foyle said. “And particularly after what we possess been going through with this pandemic, I’m enraged to entertain contemporary solutions on work with our buyer and be the keep she is.”

As of the pause of the 2d quarter, there possess been 931 American Eagle stores and 160 standalone Aerie stores. 175 of these American Eagle areas even possess Aerie stores connected to them. 

And while Aerie is increasing, Foyle says the company plans to be strategic and no longer “over-penetrate” in any sure geographical situation. 

“We must in any admire times be in the factual markets, but we now possess to stand out,” Foyle said.

Business offline aerie American Eagle Outfitters launched a contemporary Aerie sub-tag called Offline in July.

Offline by Aerie


Attire gross sales possess struggled amid the pandemic. Per the most traditional information from the US Division of Commerce, dresses gross sales fell 20% one year-over-one year in July. They fell 25% one year over one year in June. 

Restful, Aerie’s casual and overjoyed styles seem compatible for the present 2d of social distancing and dealing from home. Offline’s launch this summer constructed on that fashion further. 

On the same time, Foyle says she sees the aptitude for a fashion renaissance beyond sweatpants and leggings as soon as the pandemic is in the rearview and of us fully resume their traditional routines. 

“I occupy, coming out of it, there would possibly maybe be going to be a fashion resurgence,” Foyle said. “Vogue in no diagram goes away. It only gets better and bigger.”

She pointed to minute groups of young of us — American Eagle’s goal demo — initiating to head out again. 

“They must ogle right again, they must dress. It be what they adore to make, and so they must mark their individual fashion,” she said. “I occupy it be going to be an thrilling time coming out of COVID.”

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