With a core consumer base of younger consumers, American Eagle Outfitters is looking to appeal to their activism and bent for secondhand shopping by launching a resale shop of secondhand and vintage brand clothing.
The initiative, RE/AE, uses thredUP’s “Resale-as-a-Service” platform to enable the online shop, which will include American Eagle clothing and accessories from as early as the 1980s. The initiative is designed to highlight the brand’s made-to-last quality and a commitment to the environment by extending the product lifecycle.
“Standing behind our commitment to help create a more sustainable future, the partnership with thredUP innovatively gives new life to clothing and accessories that might otherwise contribute to the throwaway fashion culture we are working to eliminate,” said Jennifer Foyle, president and chief creative officer of American Eagle Outfitters and its sister brand, Aerie, in a statement.
To promote the new shop, American Eagle has created a shoppable lens for Snapchat that will feature styles from RE/AE’s 200-piece inaugural collection. The lens is arranged as a vintage store, with the fashions displayed throughout the space. Users can click on products for details on the item and to learn more about their impact with secondhand sustainability information. Each product connects directly to the RE/AE store for seamless checkout.
American Eagle is the latest company to join a growing group of apparel brands to open resale shops as a way to enhance their environmental bonafides and entice Gen Z consumers, 83% of whom have shopped or are open to shopping secondhand apparel, according to thredUP. Earlier this year, J. Crew launched J. Crew Always, a secondhand and vintage shop that also uses thredUP’s platform.
Similarly, Nikki Neuberger, chief brand officer at Lululemon, has launched a “lululemon like new” program that enabled trade-in and resale of gently used products. “We are already seeing the many benefits of this new model. It not only extends the lifecycle of our products, but also invites new guests into our brand in a way that aligns with their values,” Neuberger told Brand Innovators last year.
