Dive Brief:
- American Eagle and ThredUp have partnered to launch RE/AE, an online resale shop featuring vintage and secondhand garments from the Gen Z retailer, according to a press release.
- To promote the effort, American Eagle partnered with Snapchat for a shoppable augmented reality lens that features styles from RE/AE’s inaugural 200-piece collection, which includes jeans, jackets, mini-skirts, dresses and accessories.
- The tie-up sees the retailer looking to reach its target audience by highlighting environmental concerns, a key priority to the younger demographic. Promotional efforts also represent an ongoing relationship between the brand and Snap.
Dive Insight:
American Eagle’s partnership with ThredUp sees the brand leveraging interest in circular fashion as it attempts to strengthen ties with Gen Z, a move supported by ongoing evidence that environmental issues are a top priority for the cohort. The activation could be well-received, with 83% of the age demographic reporting they have purchased or are open to purchasing secondhand garments, per 2023 ThredUp data cited in the release.
Consumers visiting the RE/AE shop can filter items by whether or not they are pre-owned or vintage, with some finds dating back to the ‘80s. Prices of the inaugural collection range from $10 to $40, an affordable range that aligns with typical resale prices and could help to drive purchases. The shop was launched through ThredUp’s growing Resale-as-a-Service offering, which has also been utilized by Abercrombie & Fitch and Gap.
Accompanying the effort, the Snapchat AR lens will launch what looks like a pop-up shop, with users able to virtually browse various items featured in the inaugural connection by clicking the item to be redirected to the online store. An educational aspect is tied in, with sustainability information intertwined within the experience. American Eagle has previously found success utilizing Snapchat’s AR technology for promotional efforts, with one such effort timed to the holidays generating over $2 million in revenue.
Others have similarly looked to sustainable fashion to communicate value. For example, Heinz last year — also in partnership with ThredUp — released a fashion collection of thrifted clothes, each embellished with ketchup stains. The activation included a cause-driven element, with all profits donated to nonprofit Rise Against Hunger. For American Eagle, the activation pairs with its previously stated goal of becoming carbon neutral by 2030.
American Eagle has long tailored its efforts to Gen Z by targeting niche audiences. Earlier this year, the brand partnered with E.l.f. Cosmetics for a denim-inspired makeup collection and accompanying TikTok challenge. The brand also has an ongoing presence in the metaverse through its virtual experience within Roblox’s Livetopia, an experience that has seen over 30 million virtual clothing try-ons by users in the space.
