Customer experience key to new American Eagle concept

5th December 2017

US fashion brand American Eagle has celebrated its 40th anniversary by opening a new concept store in New York’s Union Square.

The AE Studio, designed by Checkland Kindleysides, aims to provide a collaborative platform for customers to create their own experiences with the brand. American Eagle is seeking to build stronger connections with its customers to increase advocacy levels.

Key areas in the store have been designed to improve customer experience, and to increase dwell times.

The entrance acts as a launch area in which to express brand stories. For the store launch it featured an installation with the brand’s eagle logo conveyed via gold scaffolding and LED lights.

An on-site social media team engages directly with customers, creating real time content.

A Jeans Gallery includes an in-store makers shop, letting customers create one-off items. Shoppers can personalise their American Eagle jeans, which are presented on canvas stretchers that resemble easels.

The store, which is close to NYU, offers a free place for students to wash laundry, with a seating area for them to study or wait with friends, with free Wifi and refreshments, and views over Union Square.

Dressing rooms feature digital concierge iPads, letting customers communicate while they try items, while a Collaboration Space will feature capsule collections that have been co-created with new brands, artists, and emerging designers.

The store reflects the work-in-progress attitude of American Eagle’s core customer, with a pared back interior featuring basic materials such as plywood.

“Retail is alive and well, but consumer expectations about shopping have changed… American Eagle is reimagining our retail strategy, to reflect our consumer’s desire for engaging in-store social experiences, and genuine opportunities for co-creation with the brand,” says American Eagle executive creative director Michael Goldberg.