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American Eagle Outfitters to unveil new concept store

American Eagle Outfitters is doubling down on denim — and inviting students to do their laundry for free.

The teen retailer, which is celebrating its 40th anniversary, is transforming its store in Manhattan's Union Square area into a new concept called AE Studio. Opening Nov. 10, the focal point of the store will be the first-floor "jeans gallery" where customers can engage in an experiential shopping environment featuring American Eagle's denim collections. The on-site "Maker’s Shop" will feature options for customers to personalize their jeans.

The revamped store will feature a "laundry wall," or a wall of washers and dryers, where students can do their laundry for free. While they wait, they can hang out with friends or study in the studio bar and seating area, which provides a view of Union Square.

"The integration of services like laundry and study spaces may seem a little wacky, but it's exactly the type of thing that will drive footfall, especially among younger shoppers," GlobalData Retail managing director Neil Saunders told CNBC.

In addition, AE Studio will boost an onsite social media team who will have a work space to directly engage with customer. The team will create content in real time and keep their finger on the pulse of the brand, the retailer said.

On the merchandise front, the space will showcase capsule collections co-created with new brands, emerging designers, and artists. This includes an exclusive collaboration with Atelier & Repairs, which features one-of-a-kind garments for men and women repurposed and customized solely from American Eagle's previous collections.

“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, said Chad Kessler, American Eagle Outfitters global brand president.

American Eagle Outfitters operates more than 1,000 stores in the United States, Canada, Mexico, China and Hong Kong, and ships to 82 countries worldwide through its websites.
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