Easy dressing has landed

American Eagle Outfitters has always been about a youthful, casual vibe — distressed denim jeans, hoodies and seasonal colorways that hit a young market. But lately, they’ve been expanding to other popular sub-brands, including lingerie (Aerie, available at the Greenbelt branch), and its digital market has exploded in the past years.

That being said, its new 340.58-square-meter branch at One Bonifacio High Street is now the flagship store, a brick-and-mortar oasis in the middle of BGC. There’s a new ad campaign you’ve probably seen, featuring diversified models of all shapes, sizes and genders (“AE X ME”) which ties into a trend in their target market: young people who want to personalize and “curate” their jeans experience. (The tagline is “Ripped. Repaired. Yours.” In the New York flagship store, they even have a laundry area where you can have your jeans washed while hanging out, drinking coffee and net surfing, parang dorm hangout.)

American Eagle Baja sweater and Geometric Sherpa full-zip sweater

Says AEO Philippines brand manager Mae Jeanjaquet, “In today’s easy dressing era, AEO is still a brand that exudes comfort and a relaxed lifestyle.”

For its part, the One Bonifacio High Street store welcomed customers with a jacron patch event last Nov. 8-10, where customers could come in and personalize their jeans or shorts purchases. You could choose from a number of colorful patches, and sewers were on hand at the machines to make the AEO pants even more personal. Another promo held on Saturday only was the “denim switch” event, in which customers could “bring in any old pair of jeans, except American Eagle, in exchange for new ones,” says Jeanjaquet. “It’s our way of saying thank you to customers, and we want to make sure their closets are filled with AEO and declutter the rest.”

For its fall collection, mustard and magenta are the strong colors, whether in women’s frock sweaters, men’s bold tees and colorblocked shirts, or fetching hoodies.

Ne(X)t Level slim jeans and Plaid pullover top

Even in the clicks-and-mortar age of online shopping and shipping, AEO — locally under the Bench roster of brands — remains strong with Filipinos who still prefer to visit actual stores. “When stores are represented physically in the market, people still will come in, check it out, make sure the clothes fit well,” says Jeanjaquet. The new branch is snappy, with a countrified air — lots of wood and rafters — designed by American Eagle headquarters.

AEO had a big stock market surge last year, and part of its driving growth was the digital market, which local partners embrace as well. “There is more emphasis now where advertising is relevant to today’s digital-savvy customer.”

Still, there’s nothing like browsing racks, trying on a new pair of denims, and maybe leaving with a personal patch that says even more that “these jeans are mine.” Adds Jeanjaquet: “I think that American Eagle pretty much has established itself as the go-to brand for quality, comfort and value, with jeans especially as its main driver.” Browse for yourself and see.

AEO patches were sewn onto customers’ purchases during the store launch.

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American Eagle’s latest store is located at One Bonifacio High Street, and other stores at SM Pampanga, Ayala UP Town, Ayala TriNoma, SM Megamall, SM Aura, Ayala Greenbelt 3, Ayala Alabang Town Center, SM Mall of Asia, Paseo de Sta. Rosa, SM Seaside Cebu and SM Lanang Davao.