Strategy American Eagle just opened a store of the future complete with free laundry machines and an iPad in every dressing room (AEO)

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American Eagle opened a new store unlike anything else in its portfolio, and Business Insider got a tour.

American Eagle's new store is like nothing else the brand has done before. play

American Eagle's new store is like nothing else the brand has done before.

(Hollis Johnson)
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  • American Eagle Outfitters has opened a new store in Manhattan.
  • It has features that are tailored to its young consumers, like free laundry and a workshop for customizing denim.
  • The store is the first of its kind, but American Eagle has plans to expand the model as it chases its core consumer.

American Eagle Outfitters has a cool new spot in New York City.

The retailer has opened a new store, right next to Union Square, that it hopes will become a hangout for local college students. With an upstairs lounge that comes complete with park views and power outlets, plus free laundry machines and plenty of space to shop, the store, called AE Studio, invites customers to stay awhile.

"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," Chad Kessler, American Eagle's global brand president, said in a statement.

Take a look around the new store, which is a symbol of the direction the brand is headed in as it caters to its core customer.

AE Studio takes up two stories in a building just off Manhattan's Union Square.

AE Studio takes up two stories in a building just off Manhattan's Union Square. play

AE Studio takes up two stories in a building just off Manhattan's Union Square.

(Hollis Johnson)


The first thing anyone sees when entering the store is the giant wall of jeans known as the Denim Gallery.

The first thing anyone sees when entering the store is the giant wall of jeans known as the Denim Gallery. play

The first thing anyone sees when entering the store is the giant wall of jeans known as the Denim Gallery.

(Hollis Johnson)


American Eagle is the number-two seller of jeans in the US, and it's what many customers are looking for when they enter the store.

American Eagle is the number-two seller of jeans in the US, and it's what many customers are looking for when they enter the store. play

American Eagle is the number-two seller of jeans in the US, and it's what many customers are looking for when they enter the store.

(Hollis Johnson)


An iPad shows how the pants fit on human bodies with an animated looping image.

An iPad shows how the pants fit on human bodies with an animated looping image. play

An iPad shows how the pants fit on human bodies with an animated looping image.

(Hollis Johnson)


The displays in the store are made to look like outfits, with shirts on the top and pants on the bottom.

play

(Hollis Johnson)


Toward the back of the store, a "Maker's Shop" can do on-the-spot alterations ...

Toward the back of the store, a "Maker's Shop" can do on-the-spot alterations ... play

Toward the back of the store, a "Maker's Shop" can do on-the-spot alterations ...

(Hollis Johnson)


... sew on custom patches ...

... sew on custom patches ... play

... sew on custom patches ...

(Hollis Johnson)


... or change out the leather patch on the back of a pair of jeans.

... or change out the leather patch on the back of a pair of jeans. play

... or change out the leather patch on the back of a pair of jeans.

(Hollis Johnson)


Across from the workshop are three brand-new commercial washers and dryers. The hope is that students from the surrounding dorm buildings (an NYU dorm sits right next door) will come to hang out and possibly do their laundry.

Across from the workshop are three brand-new commercial washers and dryers. The hope is that students from the surrounding dorm buildings (an NYU dorm sits right next door) will come to hang out and possibly do their laundry. play

Across from the workshop are three brand-new commercial washers and dryers. The hope is that students from the surrounding dorm buildings (an NYU dorm sits right next door) will come to hang out and possibly do their laundry.

(Hollis Johnson)


Between the laundry and the workshop is the first-floor fitting room.

Between the laundry and the workshop is the first-floor fitting room. play

Between the laundry and the workshop is the first-floor fitting room.

(Hollis Johnson)


Stylized photos line the staircase to the second floor.

Stylized photos line the staircase to the second floor. play

Stylized photos line the staircase to the second floor.

(Hollis Johnson)


More merchandise lines the top floor, with the same minimal aesthetic.

More merchandise lines the top floor, with the same minimal aesthetic. play

More merchandise lines the top floor, with the same minimal aesthetic.

(Hollis Johnson)


Some hangers have cloth covers that look similar to what you might find when picking up your dry cleaning.

Some hangers have cloth covers that look similar to what you might find when picking up your dry cleaning. play

Some hangers have cloth covers that look similar to what you might find when picking up your dry cleaning.

(Hollis Johnson)


Underwear is another big seller at American Eagle — it's one of the most popular brands in the men's underwear market.

Underwear is another big seller at American Eagle — it's one of the most popular brands in the men's underwear market. play

Underwear is another big seller at American Eagle — it's one of the most popular brands in the men's underwear market.

(Hollis Johnson)


American Eagle also sells fun items like a pajama onesie and novelty holiday clothing.

American Eagle also sells fun items like a pajama onesie and novelty holiday clothing. play

American Eagle also sells fun items like a pajama onesie and novelty holiday clothing.

(Hollis Johnson)


The fitting rooms are minimally designed, with plenty of space to mill about or show off try-ons to friends.

The fitting rooms are minimally designed, with plenty of space to mill about or show off try-ons to friends. play

The fitting rooms are minimally designed, with plenty of space to mill about or show off try-ons to friends.

(Hollis Johnson)


An iPad in each dressing room lets shoppers call an attendant or enter in their selections, editing their choices on the fly. Salespeople are all equipped with mobile point-of-sale devices so that customers can check out in the dressing room and walk right out of the store. If a size is not in stock in the store, it's also possible to order items and have them shipped directly to you.

An iPad in each dressing room lets shoppers call an attendant or enter in their selections, editing their choices on the fly. Salespeople are all equipped with mobile point-of-sale devices so that customers can check out in the dressing room and walk right out of the store. If a size is not in stock in the store, it's also possible to order items and have them shipped directly to you. play

An iPad in each dressing room lets shoppers call an attendant or enter in their selections, editing their choices on the fly. Salespeople are all equipped with mobile point-of-sale devices so that customers can check out in the dressing room and walk right out of the store. If a size is not in stock in the store, it's also possible to order items and have them shipped directly to you.

(Hollis Johnson)


American Eagle's social-media team will work out of the new store to be closer to the customer they're trying to reach. A projector will continuously show new social media posts and inspiration related to American Eagle.

American Eagle's social-media team will work out of the new store to be closer to the customer they're trying to reach. A projector will continuously show new social media posts and inspiration related to American Eagle. play

American Eagle's social-media team will work out of the new store to be closer to the customer they're trying to reach. A projector will continuously show new social media posts and inspiration related to American Eagle.

(Hollis Johnson)


A lounge offers plenty of places to plug in. Views of the park are provided through large windows, and a letter board proudly proclaims, "I make money moves," a reference to Cardi B's song "Bodak Yellow."

A lounge offers plenty of places to plug in. Views of the park are provided through large windows, and a letter board proudly proclaims, "I make money moves," a reference to Cardi B's song "Bodak Yellow." play

A lounge offers plenty of places to plug in. Views of the park are provided through large windows, and a letter board proudly proclaims, "I make money moves," a reference to Cardi B's song "Bodak Yellow."

(Hollis Johnson)


The lounge is spacious, with communal tables and bar areas for plenty of seating. American Eagle's Tailgate brand has a display with NYU-branded merchandise.

The lounge is spacious, with communal tables and bar areas for plenty of seating. American Eagle's Tailgate brand has a display with NYU-branded merchandise. play

The lounge is spacious, with communal tables and bar areas for plenty of seating. American Eagle's Tailgate brand has a display with NYU-branded merchandise.

(Hollis Johnson)


A dorm-essentials collection, which was previously available only online, also has a display area in the back of the store.

A dorm-essentials collection, which was previously available only online, also has a display area in the back of the store. play

A dorm-essentials collection, which was previously available only online, also has a display area in the back of the store.

(Hollis Johnson)