US: American Eagle to open first 77kids stores, add babies’ line
American Eagle is expanding from the internet to its first brick and mortar stores
American Eagle Outfitters Inc is taking its 77kids brand from the internet to the high street for the first time, with brick-and-mortar stores opening from next month and a line of clothing launched for babies up to 18 months old.
Seven 77kids stores will open their doors in the US from July onwards following the success of a small pop-up store in the Pittsburgh area last October.
“Sales in the pop-up far exceeded expectations, even in a small space with a limited assortment,” the company said.
“Information gleaned from the pop-up store, combined with extensive customer research, informed the design elements and other innovations in the permanent stores.”
The stores will feature games projected onto the floor to entertain kids while parents shop, as well touch screens that let customers interact with animated characters, select music to be played in the store, and pose for photos that can be customised with personal messages and graffiti.
There will also be a “denim canyon,” featuring the 77kids denim collection, while the interactive screens will allow select key 77kids outfits to appear virtually on the user like a digital paper doll.
“We are striving to create an environment that showcases our ‘kid cool’ assortment, while also offering an interactive, entertaining shopping experience unlike anything else,” explains Betsy Schumacher, chief merchandising officer of 77kids.
Also launching is July is Little77, a new line of clothing and accessories for babies up to 18 months old.
The Little77 brand will be available online and in the new stores, and includes denim, graphic tees, hoodies, and fashion items for boys and girls.
Launched in October of 2008 as an online-only brand, the 77kids brand offers on-trend clothing and accessories for kids aged two to ten. Garments are backed by the 77wash and 77soft guarantees to maintain size, shape and quality.
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