Experience is key at American Eagle’s new concept store

American Eagle Outfitters will celebrate its 40th anniversary by rolling out a concept it calls AE Studio — a remodeled version of the chain’s existing store in New York City’s vibrant Union Square neighborhood. The AE Studio space, its first floor devoted to a “jeans gallery,” is set to open Nov. 10. The idea, company executives say, is for AE Studio to provide not only merchandise but an overall social and creative experience as well. Among the features:

·       a “maker’s shop,” in which customers may peruse the jeans collection and personalize the garments to create one-of-a-kind pieces;

·       an onsite social-media team engaging directly with the customers and creating content in real time;

·       a “laundry wall” of washing machines enabling customers to do laundry free of charge. While waiting, they can socialize with friends, read or study in the seating area, or simply enjoy the view of Union Square through the windows;

·       iPads in the dressing rooms functioning as “digital concierges” to help facilitate the sharing of information about the clothing;

·       a “collaboration space” devoted to displays of collections and brands that have been co-created with emerging designers and artists.

“As we celebrate the success of the last four decades, we look ahead to create new brand experiences to inspire today’s customer and broaden our leadership in jeans,” said Chad Kessler, American Eagle Outfitters’ global brand president, in a published statement. “AE Studio is a perfect example of our evolution, where we invite customers to enjoy a unique brand experience, feel at home and curate their distinct individual style.”

American Eagle Outfitters operates about 1,000 stores across the U.S., Canada, Mexico, China and Hong Kong.