Just in time for back to school, American Eagle is relaunching their most popular jean, the Artist. As CMO Henry Staffords explains, “The AE Artist was our best-selling jean of all time.”
The Artist Jean’s great fit and mass appeal kept people requesting the style after it was discontinued 3 years ago. However, it will be back and better than ever, with a changed pocket position, double button and a slimmer and sexier shape. Stafford states, “It’s been newly designed to be extremely flattering all over, particularly the backside. It’s a skinny flare fit with great waistband construction and a long and lean look for all shapes and sizes. You can be really curvy and wear this jean.”
It will be released in five different colors, with three washes starting at $39.90 and the remainder, with destroying, at $49.90. It’s the combination of great cuts and affordability that American Eagle hopes will continue their success. Stafford also exclaimed, “It’s our biggest category, with the majority priced $29.50 to $49.50. Our customers are wearing jeans more than ever. They’re demanding versatility, a range of washes ÔÇö jeans they can wear from the classroom to hanging out or going out on a date at night. On college campuses, jeans are the base of any outfit. Ninety-nine percent of the kids are wearing them.”
American Eagle will be attempting to get the word out and peruse a vigorous relaunch of the jean. They will be advertising through social media, in malls and billboards featuring Madisyn Ritland, a fresh faced model. Also, for a limited time, anyone who purchases the Artist jean will receive a free graphic tee. Denim proves to be the strongest selling point for many retailers, American Eagle included, as Stafford noted, “Our denim has been performing better than other categories.”
Images and article from WWD.com