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American Eagle teams with Amazon in new digital cross-promotion

The Summer I Turned Pretty stars
American Eagle 2023 campaign featuring Christopher Briney, Lola Tung & Gavin Casalegno (Photo: Business Wire).

American Eagle is featuring a new collection via the Amazon e-commerce site and a hit Prime Video series.

The specialty apparel retailer, a banner of American Eagle Outfitters Inc., is kicking off its back-to-school season a new campaign featuring the stars of the Prime Video series “The Summer I Turned Pretty,” Christopher Briney, Gavin Casalegno, and Lola Tung.

The “Summer I Turned Pretty”-themed back-to-school collection is available for purchase at American Eagle stores and e-commerce site, as well as via the Amazon e-commerce site and directly from season two episodes of the series through the Prime Video X-Ray feature, which provides bonus digital content to viewers.

“American Eagle has been a favorite back-to-school destination for decades,” said Jennifer Foyle, president & executive creative director – American Eagle and Aerie. “This year we are very excited to deliver a collection inspired by the laid back spirit and carefree vibes of ‘The Summer I Turned Pretty’ and the unmistakable style of the cast. American Eagle continues to be at the forefront of youth culture, so we are thrilled to announce a Prime Video collaboration that offers a new, unique shopping experience, allowing us to connect with our customers’ diverse interests and lifestyles.”

“Summer fashion plays such a big role in The Summer I Turned Pretty and we couldn’t be more excited to collaborate with American Eagle to create a collection inspired by the show,” said Jamie Kampel, head of licensing and merchandising at Amazon Studios. “The brand alignment here is spot on and we know fans of the show love AE.”

The campaign can be seen on the American Eagle e-commerce site and across owned social media, including TikTok and Instagram. Additionally, Briney, Casalegno and Tung will showcase the seasonal assortment on their social channels.

American Eagle gets innovative with seasonal promotions

American Eagle has previous experience leveraging next-generation digital media to promote seasonal merchandise. The retailer’s 2022 back-to-school campaign featured promotions on TikTok and Roblox. During the 2022 holiday season, American Eagle ran a campaign with elements on TikTok and Roblox, as well as Snapchat and BeReal, a social media platform popular with Gen Z consumers that gives users a short two-minute deadline to post whatever is happening in their day, wherever they are located when the notification is sent.

American Eagle Outfitters Inc. is a global specialty retailer operating under its American Eagle and Aerie brands. The company operates stores in the United States, Canada, Mexico, Hong Kong and Japan, and ships to approximately 80 countries worldwide through its websites. American Eagle and Aerie merchandise also is available at more than 260 international locations operated by licensees in approximately 30 countries.

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