NEW YORK -- American Eagle Outfitters is turning its focus to the girls. The private label clothing company is set to launch its first woman's scent, Aura, this September. The new scent marks the company's second foray into the fragrance category ...
NEW YORK--American Eagle Outfitters is turning its focus to the girls. The private label clothing company is set to launch its first woman's scent, Aura, this September. The new scent marks the company's second foray into the fragrance category--Alive, a unisex scent, made its debut in 2000.The Mission: American Eagle Outfitters (AE) is counting on Aura to help round out the company's personal care component. "It will greatly add to our lifestyle offerings," said Susan Miller, vice president and general merchandising manager. The brand currently offers two sizes of Alive fragrance spray as well as a range of ancillary items.The Concept: According to Miller, the company decided to base the scent's name and concept on "auras" to represent a girl's changing mood. "The AE girl is an original and she needed an original fragrance concept," she explained. Aura addresses woman aged 16 to 34--the company's core age group. "We are really going to build the excitement in-store with our sales associates," said Miller.The Goal: While Miller refused to discuss numbers, industry sources estimate the new scent could bring in about $10 million in first-year retail sales. Aura is set to make its debut in more than 669 AE locations, including 639 U.S. doors and 30 doors in Canada, as well as online at Ae.com. A 1.7-oz. bottle will retail for $25. Ancillary items will follow next year.The Creation: Each bottle, designed to echo a woman's curves, comes with three interchangeable plastic rings--in pink, blue and green--meant to adorn the bottle's neck and represent changing moods. The juice, created by Givaudan, has floral accords in addition to notes of Chinese mandarin and Florida grapefruit, magnolia blossoms, French jasmine, violet petals and white musk.The Message: The marketing campaign for Aura will include direct-mail pieces and print advertising in select magazines such as Teen People and Cosmo Girl. Ads are scheduled to break in August and September books. "We learned a lot about fragrance with Alive," Miller continued. "With Aura, we took what we learned and gave it a very feminine, positive spin." A men's fragrance may be next for the company.
@chanel and @pharrell dropped what’s being dubbed as the world’s most exclusive sneakers yesterday. The Adidas Originals NMD Hu, which Williams designed in collaboration with Chanel and @adidasoriginals, has a waiting list of over 120K people who pre-registered online at chanelatcolette.fr –– and only 500 pairs are on sale. The singer predicted the resale value of the shoes could reach $40K. Read the full interview on WWD.com. Link in bio. #wwdfashion (📷: Dominique Maître)
@imanshumpert is diving deeper into his creative endeavors and relaunching his clothing line, Post 90s, and is helping to raise money for the hurricane victims in St. Maarten with a jersey he’s designed with his brother. The Cleveland Cavaliers player talked to WWD about kneeling during the national anthem, working with fashion brands and how he wants to be more than an @nba player. Read the interview on WWD.com #wwdfashion (📷: George Chinese)
Not only does #TheProfit return to CNBC tonight, but @marcuslemonis has launched @shopmarcus, a new shopping and lifestyle retail experience in Aspen and Chicago, with more locations to come. The retail stores offer in-store stylists and a variety of contemporary womenswear selections.
“It’s life, I’m going to face it,” @mingxi11 sighed. “I fell, but you know, I think the most important thing is that I get back up. I had the love, the help from my sister — the girl next to me Gizele [Oliveira] — she’s so nice. When I went backstage everybody was trying to comfort me like ‘Oh Ming, it’s OK.’ I’m really, really touched. I think it’s them who gave me the courage to go back on stage for the finale,” Xi told WWD of her fall at the @victoriassecret fashion show. (📷: David Fisher) #wwdfashion #vsfashionshow #victoriassecret
@louisvuitton tapped @therealpeterlindbergh for its latest city-centric photo book, which is part of a series called Fashion Eye. The primarily black and white book captures the spirit of Berlin in 57 images shot between 1989 and 2019. “Berlin is an inspiration for me, more than a city. I mean @millajovovich is simply Berlin!” said Lindbergh. #wwdfashion
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For pre-fall 2018, @etro created richly-colored wonderland, using tapestries, textiles and wallpapers from the Eastern world at large. The line featured floral and graphic prints and jacquard motifs, like this two-piece look featured here. #wwdfashion (📷: Giovanna Pavesi)
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)