Source:  Fashion Newspaper

July 2010

American Eagle Outfitters, Inc. (NYSE: AEO) today announced a break-through back-to-school promotion in which every customer who tries on a pair of AE jeans receives a free smartphone after instant discount with a new two-year service plan, from July 21 to August 3. Customers can choose from more than 40 phones from a variety of top brands including BlackBerry^® and Android™ smartphones and many others. Every customer who takes advantage of the promotion will also receive a $25 AE “Money Card” redeemable online or in stores.

“American Eagle Outfitters wants to send our customers back-to-school in style with new denim and a new phone,” said Fred Grover, executive vice president of marketing, American Eagle Outfitters, Inc. “This promotion adds a level of excitement and fun to our customers’ shopping experience, as well as making a powerful statement about our confidence in the denim collection.”

The AE back-to-school denim collection includes a complete range of fits and washes. AE women’s denim fits include the new Jegging, as well as Skinny, Super Skinny, Artist™, Slim Boot, Favorite Boyfriend, Artist Crop and Boy Fit Crop. The AE men’s collection includes three new fits—Slim, Low Rise Boot Signature Stitch, and Relaxed, as well as Straight, Low Rise Boot, and Bootcut.

How it works:

• As customers exit the AE fitting rooms after trying on jeans, they will receive a special card that explains how to select their phone and carrier at www.ae.com/jeans.
• The new phone and $25 AE Money Card is sent to the customer via FedEx.
• Users will be given the opportunity to download an AE logo to their phone deck that acts as a direct link to the AE mobile site.
• Online shoppers will receive the special card in their order shipment with every denim purchase.

**Promotion is available to U.S. customers only and offered only while supplies last. Please see www.ae.com/jeans for complete rules and information.

About American Eagle Outfitters, Inc.

American Eagle Outfitters, Inc., through its subsidiaries, (“AEO, Inc.”) offers high-quality, on-trend clothing, accessories and personal care products at affordable prices. The American Eagle Outfitters^® brand targets 15 to 25 year old girls and guys, with 934 stores in the U.S. and Canada and online at www.ae.com. aerie^® by american eagle offers Dormwear^® and intimates collections for the AE^® girl, with 143 standalone stores in the U.S. and Canada and online at www.aerie.com. The latest brand, 77kids^® by american eagle^®, is available online only at www.77kids.com. The 77kids brand offers “kid cool,” durable clothing and accessories for kids ages two to 10. AE.COM^®, the online home of the brands of AEO, Inc. ships to more than 76 countries worldwide.

Model Mason poses for a BTS shot. Desk available at Pottery Barn Kids. Junk Food Kids T Shirt, available at GAP Kids.

And the Back to School 09 media tour continues…this morning I was in Oregon to do 7 live segments for KOIN, the CBS affiliate for Oregon, Washington and part of Canada.  I focused on fashions for elementary students and tweens.

KOIN reporter Kacey Montoya is a treat to work with and always so much fun!  She liked the fashions I picked out so much she couldn’t resist putting on one of the graphic t-shirts from the Junk Food clothing line… even if it was from GAP Kids!  Hey, it looked great on her so why not!?!  The bright blue shirt had a picture of Smurfet with the words “most popular” on it.

We shot the fashion segments live at Washington Square. We have put together a back to school fashions and gift ideas detailed tip sheet for elementary students on the official Washington Square site.  Click here to be directed to it.

Retailers featured in these KOIN segments:  XXI Forever, Zumiez, Vans, Pottery Barn Kids, GAP Kids, and Narrtjie.

Also, some more tips I picked up while researching this fashion segment…

Back to School Shopping Guide

For tween boys:

• Animal graphic t-s are flying off the shelves —  dinos, raccoons and pandas are very popular.
• Dark denim skinny jeans.

For tween girls:

• Leather jacket is a must.
• Also skinny jeans are very popular.

For young boys:

• They are really loving graphic t shirts with transformers and superman pictures.
• Also, a throwback to the pac man era, pac man logos on watches and lunch boxes are very fun.

For young girls:

• Bright colors and lots of polk a dots and stripes!  The more the better.

KOIN Back To School Segmentss

Behind The Scenes Pictures

Click on the behind the scenes pictures to take a look at the fashions included in these KOIN live segments…

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