- American Eagle and ThredUp have partnered to launch RE/AE, a web-based resale shop featuring vintage and secondhand garments from the Gen Z retailer, according to a press release.
- To promote the hassle, American Eagle partnered with Snapchat for a shoppable augmented reality lens that features styles from RE/AE’s inaugural 200-piece collection, which incorporates jeans, jackets, mini-skirts, dresses and accessories.
- The tie-up sees the retailer looking to reach its target market by highlighting environmental concerns, a key priority to the younger demographic. Promotional efforts also represent an ongoing relationship between the brand and Snap.
American Eagle’s partnership with ThredUp sees the brand leveraging interest in circular fashion because 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 might be well-received, with 83% of the age demographic reporting they’ve purchased or are open to purchasing secondhand garments, per 2023 ThredUp data cited in the discharge.
Consumers visiting the RE/AE shop can filter items by whether or not they’re pre-owned or vintage, with some finds dating back to the ‘80s. Prices of the inaugural collection range from $10 to $40, a reasonable range that aligns with typical resale prices and will 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 hassle, the Snapchat AR lens will launch what looks like a pop-up shop, with users able to virtually browse various items featured within the inaugural connection by clicking the item to be redirected to the web store. An educational aspect is tied in, with sustainability information intertwined throughout the experience. American Eagle has previously found success utilizing Snapchat’s AR technology for promotional efforts, with one such effort timed to the vacations generating over $2 million in revenue.
Others have similarly looked to sustainable fashion to communicate value. For example, Heinz last 12 months — 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 area of interest audiences. Earlier this 12 months, 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 within the metaverse through its virtual experience inside Roblox’s Livetopia, an experience that has seen over 30 million virtual clothing try-ons by users within the space.
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