American Eagle launches new concept, physical store and experiential as key ingredients

Thursday, Jul 9, 2020

American Eagle Outfitters Inc. has recently added a fourth store concept to their portfolio that strays away from their usual retail playbook.

The new brand, Unsubscribed, is focused on comfort and incorporates high quality materials and designs. Unsubscribed uses a slow retail concept that focuses less on switching out inventory constantly and instead, creates consciously made clothing with the consumer in mind. The brand’s in-store experience is a calming space aimed towards laid-back spirits.

“Unsubscribed is a slow retail concept. Less deliveries, elevated quality, beautiful design—it’s about taking things easy. It’s better for us and our environment,” said Jennifer Foyle, Aerie Global Brand President.

The store’s location heavily influenced the brand’s experiential focus on creating a relaxing setting for consumers. Located in East Hampton, New York, the backdrop serves as a warm, summer setting for people looking to unwind. While using vintage woods and hues of natural tones, the store itself matches the Hamptons environment.

“We believe less really is more and we wanted to create a calming space that reflects the laid-back, free-spirited nature of the brand through our innovative store experience. It’s what we all need right now,” said Foyle.

The minimalist, free-spirited theme is quite a change for the American Eagle brand – which typically offers items that meet the demands of consistently changing trends. The price point is also higher in order to increase the overall quality. The store’s clothing pieces, which are a mix of private label and third-party designer items, can range anywhere from $40 to $500.

Unsubscribed ties in closely with Anthropologie’s vision, which focuses heavily on the experience they provide in their physical stores. Their ability to create a vibrant, comfortable space for shoppers and closely attract their target market is what keeps customers returning for years.

American Eagle’s new concept isn’t far behind Anthropologie’s, and surely, they may be on to something brilliant. The store incorporates a different concept for shoppers, that provides a relaxing atmosphere while enhancing self-discovery and adventure. Unsubscribed creates an experience different from anything they’ve ever offered before, that exceeds expectations.

Source: American Eagle New Brand – Business Insider
Photo Credit: American Eagle New Brand – Business Insider

About American Eagle Outfitters, Inc.
American Eagle Outfitters, Inc. (NYSE: AEO) is a leading global specialty retailer offering high-quality, on-trend clothing, accessories and personal care products at affordable prices under its American Eagle® and Aerie® brands. Our purpose is to show the world that there’s REAL power in the optimism of youth. The company operates stores in the United States, Canada, Mexico, and Hong Kong, and ships to 81 countries worldwide through its websites. American Eagle and Aerie merchandise also is available at more than 200 international locations operated by licensees in 25 countries. For more information, please visit

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