First-Ever Manhattan Location Raises the Bar on Kids Retail with
Combination of Entertainment, Music and Shopping
NEW YORK, Jul 20, 2011 (BUSINESS WIRE) --77kids by american eagle, the kids fashion brand from American
Eagle Outfitters, Inc. (NYSE: AEO), opens its first-ever Manhattan
location today. The aptly named "77kids NYC Style Lab" occupies
the entire lower level inAmerican Eagle Outfitters' celebrated
Times Square flagship at 1551 Broadway.
"77kids at American Eagle Outfitters in Times Square continues our
tradition of giving customers something completely new and unexpected,"
said Jim O'Donnell, chief executive officer, American Eagle Outfitters,
Inc. "This is not retail-as-usual. From the assortment to the creative
and entertaining activities, 77kids at Times Square is changing what it
means to go shopping."
The two million New Yorkers and tourists who visit Times Square daily
will be treated to a one-of-a-kind experience that epitomizes the 77kids
mantra, "Long Live Fun." The store features a high-tech,
interactive environment with a music theme throughout, not to mention
free goodies.
The 77kids assortment outfits boys and girls up to size 14 with on-trend
denim, fashion-forward separates, graphic tees, colorful hoodies and
accessories. New York City-exclusive items are available, as well as
edgier options such as cropped moto jackets. The Manhattan location also
carries little77(R), a line of clothing and accessories for
newborns to babies up to 18 months.
"We want 77kids to be the latest must-visit destination in Times
Square," said Betsy Schumacher, chief merchandising officer, 77kids by
american eagle. "This is a place where both kids and parents can have a
blast and get great fashion."
Fun for kids and kids-at-heart:
-
Enjoy 15-Seconds of Fame by taking photos in the store
to appear on the 25-story exterior LED screen. Photos are free with
any purchase.
-
Shoot a music video in the 77kids Become a Rock Star
photo booth. Footage will be projected on multiple in-store screens
and on the exterior LED screens. Share the video with friends and
family with an email-able link.
-
Interact with animated characters and select 77kids outfits to
virtually "try on" using state-of-the-art touch screens.
-
Get free goodies like candy, stickers and tattoos with the Pick
Yer Prize "vintage" token-activated vending machine.
-
Watch jeans and tees being made in an interactive, automated
production display.
-
Shop New York City-exclusive product amid subway relics, a "newspaper
stand," and nods to Coney Island's famous theme park.
-
Cruise the motion-activated staircase that lights up as shoppers enter
store.
-
Meet Scratchy, the 77kids mascot, and get special offers, tokens and
treats from the 77kids Yummobile cart on streets of
Times Square.
For more information, visit www.77kids.com.
About 77kids by american eagle
77kids(R) by american eagle(R) offers on-trend, high-quality clothing and
accessories for kids in sizes two to 14 online at www.77kids.com
and at 22 stores in the U.S. The 77kids brand also includes little77(R),
a line of clothing and accessories for babies zero to 18 months. 77kids
draws from the strong heritage of American Eagle Outfitters(R),
with a point-of-view that's thoughtful, playful and real. Like American
Eagle(R) clothing, 77kids focuses on great fit, value and style. All
77kids clothing is backed by the brand's 77wash(R) and 77soft(R)
guarantees to maintain size, shape and quality and to be extremely soft
and comfortable through dozens of washes.
About American Eagle Outfitters, Inc.
American Eagle Outfitters, Inc., through its subsidiaries, ("AEO, Inc.")
offers high-quality, on-trend clothing, accessories and personal care
products at affordable prices. The American Eagle Outfitters(R)
brand targets 15 to 25 year old girls and guys, with 930 stores in the
U.S. and Canada and online at www.ae.com.
aerie(R) by american eagle offers apparel and intimates
collections for the AE(R) girl, with 150 standalone stores in
the U.S. and Canada and online at www.aerie.com.
The latest brand, 77kids(R) by american eagle(R), is
available online at www.77kids.com,
as well as at 22 stores across the nation. The 77kids brand offers small
sizes and great big style for kids. AE.COM(R), the online home
of the brands of AEO, Inc. ships to 76 countries worldwide.
SOURCE: American Eagle Outfitters, Inc.
SHADOW PR
Liza Bychkov, 212-972-0277
Liza@shadowpr.com
or
Rachel Pietrangelo, 212-972-0277
rpietrangelo@shadowpr.com
OR
American Eagle Outfitters, Inc.
Laurie Bibbo Zuckerman, 212-465-4095
bibbol@ae.com