American Eagle targets Gen Z with sneaker resale pop-up


American Eagle has teamed up with sneaker resale retailer Urban Necessities to host an in-store pop up in NYC in a bid to further engage with its Gen Z clientele and the new ways in which they shop.

The 1,900-square-foot pop up, which is located at an American Eagle Manhattan location, features a selection of streetwear merchandise which includes rare sneakers like the Nike MAG Back to the Future, which retails at $50,000. Other highlights include a Supreme-branded pinball machine and a claw machine, which will give customers the chance of to win $300-$500 worth of merchandise.

For the American Eagle brand this is more than just a temporary retail installation, however. The company has taken a stake in the hip Las Vegas-based retailer for an undisclosed sum, as it hopes to forge a longer-term relationship with the company and continue to tap into the younger consumer shopping behavior.

“Sneakers are about self-expression,” Chad Kessler, global brand president for the American Eagle brand, told Forbes. “Our brand is built on individual style. We are about self-expression. We have the second-largest (U.S.) jeans business (after Walmart). Jeans and sneakers are great pairs. … Urban Necessities has a loyal following and is able to get the most exciting sneakers out there.”

Kessler also said he hopes that eventually in the future, it will open more Urban Necessities stores inside other AE outposts.

The pop up is also part of a series of strategies the brand is developing to continue to attract its core demographic, which includes introducing alternative retail channels that reflect how they now shop more flexibly. Also this year, it announced Style Drop, a clothing subscription service that allows customers to rent up to three items at a time for a flat fee of $49.95 a month.

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