American Eagle has had a rough winter. Robert Hanson resigned as the company’s CEO following disappointing holiday sales, and severe winter weather contributed to weak fourth-quarter results.
Interim CEO Jay Schottenstein looked on the bright side as shares dropped nearly 7%, saying that the company was taking steps to bring greater focus and excitement to its product offering and better engage its core customers.
One way of engaging customers is via their best friends. To that end, the brand is launching its first-ever matching clothing line for dogs and their owners, American Beagle Outfitters. Designed to match their owner's on-trend American Eagle wardrobe, the canine collection features doggy jeggings, fur-friendly bikinis and statement accessories, creating head-to-tail looks that complement the style and personality of every pooch, big or small.
To generate buzz around the canine collection, the brand unveiled a “dogumentary” that captures the journey of the doggy-human clothing line from ideation to creation.
"Your dog's style is another form of expressing your own, and we are thrilled to bring American Eagle fashionable looks to our pups with the debut of American Beagle Outfitters," said style director Preston Konrad. "The collection promises to embody the optimistic, all-American spirit of our brand."
Ahead of American Beagle’s debut at retail stores later this spring, the brand is inviting customers to sign up for the waitlist and receive 20% off American Eagle purchases, with $1 per order benefitting the American Society for the Prevention of Cruelty to Animals (ASPCA). The brand aims to donate up to $100,000.
The brand is also leveraging social media to reach more consumers by asking customers to upload photos of their dogs' wearing pieces from the spring line on Facebook and Twitter with hashtag #AEOStyle for a chance to be featured on the site.