WWD Exclusive: Aerie’s Practices Random Acts of Kindness in Holiday Campaign

Meanwhile, the intimates and activewear brand continues to grow rapidly, with new stores opening across the nation.

By Kellie Ell | Link to article

Aerie is giving the gift of kindness during the holidays.

The intimates and activewear brand, owned by parent company American Eagle Outfitters, is kicking off the holiday season with a kindness hotline, just in time for World Kindness Day today.

“The goal is to leave everyone feeling good,” Stacey McCormick, Aerie’s senior vice president of marketing, told WWD. “Positivity and kindness are in Aerie’s DNA. It inspires us; it keeps us all connected. The whole idea about connection and being there for each other and spreading as much kindness as possible is where [the idea for the hotline] all started.”

That’s why, starting Friday through Dec. 25, shoppers can call the AerieReal Kind Hotline at 1-844-KIND-365 (1-844-546-3365) and listen to a recording from kindness advocates — including AerieReal role models Iskra Lawrence, Aly Raisman, Manuela Baron and Tiff McFierce, as well as Aerie friends, like actress Storm Reid and Katherine Schwarzenegger, among others — on how to spread kindness to others, the world, online or learn tips on how to be a little bit kinder to oneself.

The hotline is free and callers can dial in as many times as they like to hear advice in both English and Spanish. That includes Aerie’s global brand president and American Eagle Outfitters chief creative officer Jennifer Foyle, who reminds listeners that words matter, even online. Olympic gymnast Raisman tells callers to be gentle to both others and themselves. Schwarzenegger says practicing forgiveness is a kind thing to do while DJ McFierce recommends saying positive affirmations in the mirror each day as a way to show love for yourself.

Shoppers can also go to ae.com/aerie-real-life/kindness-with-aerie through Nov. 20 to nominate others for a random act of kindness. Aerie will select about 50 people and surprise them with an act of kindness in December.

“It’s all kinds of stuff,” McCormick said. “Like product drops, decorate their house — you know, do a fun light thing for them, deliver meals, buy them coffee, pay their bills. It gives our community a chance to participate. Half of the joy is just seeing people support each other.”

There’s no criteria for kindness nominations, but McCormick said Aerie is looking for “the emotion and the feel-good stories. It’s the ones that need the most dose of kindness that will be the ones that get selected.”

The brand has also partnered with Feeding America in November. Through Nov. 16, Aerie will donate five meals to the nonprofit organization, up to 500,000 meals, for every purchase. And every time a shopper makes a purchase using the company’s Real Rewards credit card through Nov. 25, Aerie will donate 20 meals to the organization, up to 1 million meals.

“I am inspired by the ways our AEO community has come together during a difficult time and how we continue to share a message of optimism,” said Jay Schottenstein, executive chairman of the board and chief executive officer of American Eagle Outfitters. “There is real power in acts of kindness big or small. Together we can make the world a kinder place.”

Meanwhile, Aerie, which was founded in 2006, continues to grow rapidly. In fact, even amid the pandemic, the brand’s e-commerce revenues grew 142 percent year-over-year in the most recent quarter. In July, the company launched an activewear sub-brand called Offline by Aerie and opened its first Offline store outside Nashville, Tenn., in October.

Earlier this month, the brand opened its second Offline store in a shopping center outside of Columbus, Ohio, and has plans to expand both the Aerie and Offline store fleets into other markets. So far consumers are responding well to the redesigned Offline stores, McCormick said, which were made with the active lifestyle in mind, with bright lights, ping pong tables and ballet bars within each space.

“We believe in stores in such a big way,” she said. “It just shows how much opportunity there is to have these stores come in and to have store growth with both the Offline and Aerie brand.”

AEO REAL People: Ben, Sr. Systems Administrator

At the very heart of AEO is our PEOPLE. Our associates are REAL. They’re authentic, resilient, and optimistic- each with their own story. Our REAL PEOPLE series highlights those who drive innovation, embrace teamwork and strengthen AEO’s inclusive culture.

In honor of Veteran’s Day this week, we are highlighting Ben, Sr. Systems Administrator at AEO and former U.S. Army Operations Sergeant.

Ben entered the Army in 1999 as a Communications/IT expert where he provided technical expertise and oversight of various communication networks for commanders. In 2003, he served as an Operations Sergeant, where he was a member of the 100th first airborne division’s initial invasion into Iraq. His VIP convoy was responsible for moving items including property and personnel across 300 square miles of high-risk terrain. His time in the military was invaluable, but like many veterans, the scars of war went beyond the surface.

Ben left the military in 2008, where he admittedly had a tough time adjusting to civilian life.

“When exiting the military, my technical skills were fine, but I struggled with communication. In the military, communication is very direct and command driven. It’s completely different in the civilian world,” Ben said.

To grow his professional skills, Ben took various contract IT roles where he was able to expand and practice his communication skills. He eventually joined AEO on the shared services teamwhere he now has the responsibility of monitoring all the devices in the company. Throughout his time at AEO, he has been involved with a number of critical projects that help drive efficiencies across the entire company. This year, Ben supported the team in rebuilding the IT monitoring platform- an initiative that saved the company both time and resources (and he did it from home!)

“One of my biggest concerns with any company has been how accepting they will be of me. I am ex-military with tons of tattoos,” said Ben. “I thrive in a team environment because that’s how we operate in the military. In my AEO interview I remember seeing another associate with tattoos and felt a sense of relief that I could finally be myself!”

Ben has struggled, like many veterans, with PTSD and anxiety. Through a program called Guardian Angels Medical Service Dogs, Ben became the proud owner of Bolt, a registered service dog.

“When I approached AEO about Bolt, everyone was overly supportive and immediately asked ‘is there anything else we can do to help?’ I am proud to share that Bolt is AEO’s first and only official canine associate – she has a company badge and has even met Jay!”

Even after years in the civilian world, some days are tough, but Ben continues to feel supported through AEO and especially through his team.

“I’ve worked in a ton of different industries, but I’ve felt the most at home at AEO. If there’s a day that I need a mental pause, I just let my team know and I always have their support. It’s true that your health and well-being are always the priority here.”

We asked Ben what his favorite part of AEO has been in his almost 4 years here.

“Our culture is so unique in that we are SO accepting of others. You can really be who you are. I have never had to hide or change who I am. The company values people and good work- what more could you ask for?”

To learn more about Guardian Angels Medical Service Dogs or to make a contribution to the organization click here.

WWD Exclusive: American Eagle and Disney Partner for Holiday Collaboration

The campaign features TikTok stars Addison Rae and Wisdom Kaye, in addition to Mickey and Minnie Mouse.

By Kellie Ell | Link to article

American Eagle and Disney are getting together this Christmas. 

The retailer and the entertainment giant have teamed up for a campaign themed “Follow Your Dreams” and an exclusive holiday collection.

“Disney and American Eagle are two great, iconic brands and both are about celebrating optimism and making people feel good,” Chad Kessler, American Eagle global brand president, told WWD. “It’s obviously been a challenging year. Kids did not have the year that they planned and we’re all learning how to live and work in this new time. We really wanted this holiday to be all about optimism and connection and togetherness, reminding people that there’s a lot to be hopeful for, reminding ourselves that we have a lot in common.”

TikTok star Wisdom Kaye stars in the Disney x AE holiday campaign.

The 47-piece Disney x AE holiday collection drops Thursday on ae.com and in American Eagle stores. Shoppers can also tune into American Eagle’s web site and social media channels to watch the campaign video, featuring TikTok stars Addison Rae and Wisdom Kaye, along with Mickey and Minnie Mouse.

In addition, Snapchat users can log onto American Eagle’s virtual store by way of the camera on their mobile devices between Nov. 5 and Dec. 25 to view the assortment and make purchases.

“It’s an augmented-reality store on Snapchat,” Kessler said. ““It looks like a 3-D store experience. So you can look around [the store] through your phone and look at and shop the various products. It feels like they’re in an actual store.”

The holiday collection includes jeans, T-shirts, fleece sweaters, patterned pajamas and accessories, among other things, many of them adorned with Disney characters such as Mickey Mouse, Minnie Mouse, Donald Duck and Pluto. Prices range from $9.95 to $79.95. Addison Rae said her favorites include the mom jeans.

TikTok star Addison Rae also stars in the AE x Disney holiday campaign.

“I’m obsessed with the jeans,” Rae said. “In high school and middle school I always wore American Eagle. And my mom did too. They make your butt look good and they’re comfortable.”

In fact, even during the pandemic, Kessler said denim continued to be a standout category for the retailer. (The AE jeans business grew double digits online last quarter.)

“People love jeans. I think people have an emotional connection to jeans and people know we make the best jeans,” Kessler said. “We hear a lot of talk about people working from home in their sweats and all that. But I think people want to be in their favorite product category, which is American Eagle jeans.”

American Eagle, which is owned by parent company American Eagle Outfitters, has also partnered with Feeding America this holiday season. Starting Dec. 1, American Eagle will donate 10 meals to the organization (up to 250,000 meals) for every transaction in stores or online, as well as 10 meals for every like on a Feeding America post on the brand’s Instagram, (also up to 250,000 meals). In addition, customers can contribute to the nonprofit by way of open donations in American Eagle stores or online through Dec. 24. For each dollar donated, American Eagle has pledged to give 10 meals to Feeding America.

A Pre-Election Note to Our Associates

Team –

Our AEO family has been there for one another through the challenges of 2020. We have celebrated our successes, taken care of our health and well-being, and we continue to work very hard to make real and lasting change within our company and for future generations.

Tomorrow’s Election Day is a celebration of our great American democracy and I encourage everyone to take the time to vote. This election cycle, just like the past year, has been one unlike any other. Even in typical years, the days following elections can be emotionally charged and can magnify divisions as some celebrate and others are disappointed.

During difficult times we have always inspired others to embrace optimism, take positive actions and lead with purpose. So I am asking all of us to remember this and to lean into AEO’s inclusive culture and our values in the weeks and months ahead.

In the coming week I’d ask you all to please:

  • Disagree Respectfully: No matter how we vote tomorrow, we will have associates who will vote differently. Do not let these differences stop us from appreciating the people who make our AEO family so vibrant. AEO Inc. and our beloved brands are a reflection of all of our stakeholders—different ages, abilities, genders, cultures, sexual orientations, identities, races, and different opinions. Remember—we celebrate the diversity of one, through the inclusion of many.
  • Overinvest in Kindness: It has been a hard year, and we are all bearing heavier burdens than normal. We might not have any idea about the fear, stress and anxiety a fellow associate is facing. So, let’s be kind and patient with one another. Let’s pick each other up and go out of our way to make someone else’s day better.
  • Take Care of Yourselves: As we look out for each other, it’s important to look out for ourselves too. Let’s do our best to stay physically and mentally healthy, and recognize when we need to take a break or take time off to recharge. AEO offers many well-being benefits and I encourage you to explore them.

The next few days may be difficult, but the world will keep turning and we will still be the same people we are today. As individuals, we’ll continue to stand up for what we believe in. As a company, we’ll continue to provide our customers with the best products and experiences in retail—and we will remain one of the best places to work because of our great culture. Let’s not forget who we are and let’s continue to be compassionate to those around us, even when their views don’t align with our own.

Our incredible TEAMWORK has always been one of AEO’s most important values, and I trust it will remain our strength tomorrow and hereafter.

Be well and stay safe.

Jay Schottenstein

Executive Chairman of the Board and Chief Executive Officer

WWD: LIM College Streams Virtual Commencement, Honors Aerie Executive, DVF

Diane von Furstenberg received an honorary doctor of humane letters degree.

By WWD Staff | Link to article

After a COVID-19 postponement at Lincoln Center, LIM College held its class of 2020 commencement ceremony virtually and streamed globally, on Thursday. This was the first virtual event for the 81-year-old college.

Jennifer Foyle, chief creative officer of American Eagle Outfitters Inc. and global brand president for Aerie, served as the ceremony’s keynote address presenter. She also received an honorary doctor of commercial science degree and was presented with LIM College’s distinguished achievement award. The college also presented Diane von Furstenberg, founder and chairwoman of DVF, with an honorary doctor of humane letters degree. She also addressed the graduating class.

Elizabeth S. Marcuse, LIM College president, told graduates that it is a particularly “critical time to be entering the business of fashion. Our industry and its associated fields are in rapid flux. Fortunately, the education you received at LIM has prepared you to rise to this occasion.”

Marcuse said their education wasn’t “just about being able to memorize facts in a textbook and reel them back off on an exam. Your education was about learning to be creative, adaptive and responsive as the world around you grows, evolves, and does the unpredictable on a daily basis.”

Foyle’s address included talking about her late mother, Pauline McInnis Foyle, whom she described as “a true trailblazer, who began her retail career at the very bottom — using her feet instead of a desk. She worked her way up to the boardroom, where men had most of the seats at the table.”

Foyle then recalled one of their last conversations with her mother. “I asked her what she thought about life,” Foyle said. “Without hesitation, she said, ‘Well, Jenny, it’s available.’ Those words guide me. Every time there’s an obstacle, personal or professional, I think of that special night. Life is available. It’s here to be seized, no matter how daunting the problem or how big the battle.”

Foyle then assured graduates that the global pandemic “presents real roadblocks” but promised that “your grit, imagination and feistiness will get you to the other side. Once there, you will be stronger and more agile than the generations that came before you.”

Von Furstenberg noted that the class of 2020 was graduating during a time of drastic societal change, but said “your business life will be a journey, and like all journeys, the landscape will change…but you will always be yourself.”

There were 544 graduates this year from all over the world with 219 receiving master’s degrees, 311 earning bachelor’s degrees, and 14 getting associate degrees. Paige Secosky, from Monroeville, Pa., was the undergraduate class valedictorian. “Paige started an immensely popular YouTube channel before entering LIM and then used her business education to grow it to over 500,000 followers,” the college said. “Her long-term goal is to create digital content that educates people on ways to make the fashion industry more sustainable and environmentally responsible.”

Shannon Andrews, from Liberty Lake, Wash., was the undergraduate salutatorian. Robert Conrad, a professor in the fashion merchandising department, received the Adrian G. Marcuse award for teaching excellence, which is given to a faculty member “who performs in exemplary fashion in the classroom and consistently embodies the college’s core values.” Leanne Gomez, of DD’s Discounts (a division of Ross Stores), received the Maxwell F. Marcuse alumni award while Heather Bergstein, senior e-commerce partner manager for Amazon Advertising, received the “shining start” alumni award. Delisha Fields, experiential event manager at Live Nation, received the “rising star” alumni award.

A recording of the streamed video can be found here: limcollege.edu/commencement.

WWD EXCLUSIVE: American Eagle Outfitters to Spend $5 Million on Retail Associates’ Education

Employees who have a proven track record of fighting for social justice issues are eligible to receive up to $40,000 for college expenses.

By Kellie Ell | Link to article

American Eagle Outfitters is making some new investments. 

This time, the retailer is helping finance the education of its associates with the AEO Real Change Scholarship for Social Justice. The $5 million endowment will fund college expenses for employees who have a track record of promoting social justice issues within their communities.

“Our associates have always been the heartbeat of AEO Inc. and real change comes from investing in our people,” Jay Schottenstein, executive chairman and chief executive officer of American Eagle Outfitters, told WWD. “The scholarship was created to help dismantle systematic racism by providing equitable education opportunities and encouraging our AEO family to make a positive impact in the world —  and within our company — through work that promotes social justice.”

American Eagle Outfitters, which includes the American Eagle, Aerie, Todd Snyder and Unsubscribed brands, employs nearly 40,000 associates globally. About 70 percent of those employees are in Generation Z, or under the age of 25. But the scholarship is open to all full- and part-time associates, including in-store, corporate and distribution center employees, who are pursuing an undergraduate degree. Applicants must submit a personal statement outlining how they’re taking a stand against social justice issues — such as racism, hatred, bigotry, discrimination or inequality — demonstrate financial need and maintain a 3.0 grade point average, among other criteria.

The scholarship is meant to support underrepresented communities, such as Black, Indigenous and people of color, as well as low-income families, Schottenstein said, “So they can pursue the education they deserve and achieve their goals.”

“Our people are young and passionate and they want to make the world a better place,” Schottenstein said. “This scholarship helps them do just that, while we further AEO’s commitment to antiracism, equality and social justice.”

The first round of applications are due March 1, 2021, and winners will be selected by April 1, 2021. Applicants can apply online. Fifteen winners will be selected the first year, all of whom are eligible to receive up to $40,000, which can be used to pay for tuition, housing and books. Recipients will also be assigned a mentor, someone at American Eagle Outfitters who can assist with career development and navigating the college experience.

Schottenstein said the goal is to continue the program for at least the next 10 years, which will help approximately 125 associates pursue a post-secondary school education. If successful, the company will continue beyond its initial $5 million commitment, he said. American Eagle Outfitters’ employees can apply at any time during their undergraduate careers and are eligible to receive the scholarship for up to four years, provided they maintain the scholarship guidelines.

“The AEO Real Change Scholarship for Social Justice demonstrates our commitment to help end racism, inequality and discrimination — and create lasting change through the educational advancement of the next generation of leaders,” Schottenstein said.

In addition to the scholarship, American Eagle Outfitters also offers a tuition-reimbursement benefit to qualifying associates. Other efforts aimed at social justice issues include naming a chief inclusion and diversity officer earlier this year, matching employee contributions up to $100,000 to organizations fighting racism and social justice causes and pledging $500,000 to the NAACP Legal Defense and Education Fund to support the nonprofit’s education equity work and scholarships for Black students.

American Eagle Outfitters, Inc. Introduces AEO REAL Change Scholarship for Social Justice

Company Commits $5 Million to Promote Higher Education, Inspire Systemic Change and Transform Lives

PITTSBURGH – (BUSINESS WIRE) – American Eagle Outfitters, Inc. (NYSE: AEO) announced today the AEO REAL Change Scholarship for Social Justice, a $5 million commitment created to advance educational opportunities for full and part-time AEO Inc. associates, who are actively driving anti-racism, equality and social justice initiatives.

“We have always believed that one of the best investments we can make is in our people. The REAL Change Scholarship for Social Justice demonstrates AEO’s commitment to help end racism, discrimination and inequality while providing educational support for the next generation of leaders,” said Jay Schottenstein, Executive Chairman of the Board and Chief Executive Officer, AEO Inc.  “Together we are making real—and lasting—change to build an even stronger, more diverse workplace that provides opportunities for our associates to continue to develop and grow within our AEO family.”

 About the AEO REAL Change Scholarship for Social Justice:

  • The scholarship will be open to all full-time and part-time associates based on academic performance, financial need and a demonstrated commitment to advancing social justice issues that will create lasting and positive change.
  • In its first year, the program will select 15 recipients, each eligible for up to $40,000 during their pursuit of a post-secondary education.
  • Recipients will be assigned an AEO Inc. mentor to serve as a resource in furthering their development and social justice efforts.
  • Beyond this program, AEO Inc. will offer tuition reimbursement as a benefit to qualifying associates to further promote and build upon education and recruiting opportunities at the company.
  • The AEO REAL Change Scholarship for Social Justice will begin accepting applications in spring 2021.

AEO Inc. and the American Eagle and Aerie brands are a reflection of their associates and customers—different ages, abilities, genders, cultures, sexual orientations and identities, and races. The AEO REAL Change Scholarship for Social Justice is the latest step the company has taken as part of its broader Inclusion & Diversity initiatives that has been focused on three key workstreams: Hiring, Culture and Development.

AEO’s ongoing commitments to education and Inclusion & Diversity include the following:

  • Earlier this year, the company named a Chief I & D officer to lead and further advance AEO’s efforts to strengthen the career development of Black and POC associates, increase representation of diverse candidates in hiring, promote education and awareness, and equip leaders and teams with the tools to maintain an inclusive workplace.
  • In June, AEO Inc. made a $500,000 pledge to the NAACP Legal Defense and Education Fund to support their education equity work and scholarships for exceptional African-American students. The company also matched up to $100,000 in donations made by AEO associates to organizations fighting against racism and for social justice.
  • The company also implemented a program with the National Retail Federation to provide retail career education for students attending HBCUs.
  • AEO remains dedicated to supporting causes that uphold the company’s values and make a lasting difference in the lives of those in its communities, like its work with The Pittsburgh Promise, It Gets Better Project and Big Brothers Big Sisters Workplace Mentoring, among others.

WWD: Aerie E-commerce Demand Surges 113 Percent in Pandemic

Intimates brand Aerie continues to be the company’s biggest growth driver, with revenues growing 32 percent year-over-year in the most recent quarter.

By Kellie Ell | Link to article

Aerie is securing its place on top of the retail food chain.

In fact, in the most recent quarter, Aerie, which is owned by American Eagle Outfitters Inc., grew 32 percent in total revenues, while digital demand surged 113 percent, even during the pandemic. Aerie is now the second largest lingerie e-tailer, according to market research firm The NPD Group. Meanwhile, shares of parent company American Eagle Outfitters have risen nearly 90 percent since April, the height of the nationwide lockdown.

“When the crisis started, we saw engagement with Aerie actually accelerate,” Jennifer Foyle, American Eagle Outfitters’ chief creative officer and Aerie global brand president said during WWD’s Retail Forum: Digital’s Next Wave, late last month. “New customers and brand engagement are at all-time highs. Aerie is well on its way to our billion-dollar target, which we could easily hit this year.”

In the current cluttered landscape — one marked by numerous retail bankruptcies, mass store closures, a global health crisis and ongoing work-from-home mandates — this has been no easy feat.

But some of these things have actually helped the intimates and loungewear brand grow: With so many consumers stuck at home for months on end, suddenly the need for loungewear, wireless bras and underwear has become all the more relevant. Meanwhile, the global health crisis helped accelerate a growing activewear movement, as a means to stay healthy and as a new recreational pastime.

Over the summer, Aerie launched activewear subbrand, Offline by Aerie. “The response has been nothing short of spectacular,” Foyle said, adding that “the timing was perfect” for the July launch.

“Over the past years, we’ve seen leggings and activewear fly out of our stores. Our customers are asking for more and more,” Foyle continued. “We see an incredible opportunity in this exciting growth category, with a $16 billion market opportunity.”

Part of the brand’s appeal seems to stem from the idea of celebrating flaws, hence the crooked “i” in the Offline logo.

“Imagine an athletic brand talking about imperfection?” Todd Mick, executive director at NPD, said during a recent Curve webinar. “That is just so anti-Nike, Adidas [and] Under Armour. But this is just so much part of Aerie’s DNA, it makes sense.”

Aerie’s inclusive ethos was established long before the pandemic, and in 2014, the brand began its AerieReal campaign, ending the practice of airbrushing models.

“Women were getting tired of being held to unrealistic standards,” Foyle said. “We wanted Aerie to be more inclusive; we wanted the brand that women could truly identify with and strongly feel connected to.”

To do that, Aerie has used social media to create a community of loyal fans. During quarantine, the brand asked shoppers to send in videos and photos of themselves to be shared across Aerie’s Instagram and TikTok accounts, among other platforms.

“We give real women an opportunity to see themselves reflected in our campaigns, on our web site, in our stores and on our social channels,” Foyle said. “This little idea has turned into so much more. It’s a movement that has empowered millions of women and girls to let their real selves shine.”

So far the strategy is working. Last quarter, Aerie’s total new customer acquisitions increased 22 percent, while customer acquisitions by way of digital channels more than doubled. Aerie’s e-commerce business now represents more than half of all sales.

Despite the brand’s success, Foyle said Aerie still has room to grow.

“We have incredible potential to further expand market share in many areas,” the chief creative officer said. “We still have significant white space in core areas, like intimates, swim and lounge.”

Aerie’s market share of underwear is just 9.2 percent, while bras are 3.1 percent and swim is 2 percent.

“This represents a combined $40 billion addressable market,” Foyle said. “And that doesn’t even include activewear. That’s a huge runway for our growth. It all comes back to creative products and a strong customer connection. We’re delivering products they want to live in, which translates to spend.”

Meanwhile, stores remain an important part of Aerie and American Eagle’s growth strategy.

“Other brands may be scaling back, but we’re pushing ahead, broadening our reach and growing our footprint,” Foyle said.

Not only is Aerie opening more stores, but the brand plans to open two Offline by Aerie stores this fall, one in Nashville, Tenn., and one in New Jersey. “We’re going to position ourselves where we can compete,” Foyle told WWD. “We’re definitely going to monitor where our competition sits, too.

“We know that the stores increase brand awareness, customer reach and average spend,” Foyle said. “Today, [Aerie] has only 23 states with retail space of 10,000 square feet or more. So that leaves us with an enormous opportunity out there.”

AEO Celebrates Latinx Heritage Month: Emely, Lead Cashier

From September 15 through October 15, AEO is celebrating Latinx Heritage Month – a time to recognize the important contributions of U.S. citizens whose ancestors immigrated from Spain, Mexico, the Caribbean and Central and South America.  Throughout the month, AEO is highlighting our Latinx associates by celebrating, sharing and learning about their traditions and cultures!

  • Name: Emely
  • Role: Lead Cashier, American Eagle
  • Latinx Heritage: Mexican

Why do you love working at AEO?

I love working at AEO because I enjoy meeting and interacting with new people every day. I also really love my team and enjoy how they make the job even better as they are always such in good mood and we’re all quirky and weird in our own way. I also love how my home store is really accepting of everyone and I love how it does not feel like a race or a competition, but instead there are always people giving tips and advice to those struggling. It’s very supportive and encouraging.

Where is your family from?

My cousins and I were all born in the states. I was the 3rd out of the 40 grandchildren to be born in America. My mom and her family are from Matamoros, Mexico. My grandpa (her dad) is from Guadalajara, Mexico and he is very proud to be from that area. My dad and his huge family are all from Michoacán, Mexico.

Why is Latinx Heritage Month so important to you?

Latino Hispanic Heritage Month is such an amazing month. It’s when events are held around the local area and it makes me and my family feel accepted. Educating and celebrating the Hispanic culture with those who are not as familiar with it is needed as it is a reminder that there are people who live by an entirely different culture than they do. I also think is very important to celebrate as it is a reminder to many of us Hispanics that our culture is not something to be ashamed or embarrassed of and that it is okay to celebrate our traditions and holidays here in the states. We must cherish our beautiful culture with our family and friends.

What is so special about your family?

I really admire my parents as they both came from absolutely nothing and sacrificed the opportunity to receive education. My had dad dropped out of school when he was in 5th grade in Mexico and my mom dropped out in 11th grade in the states to work in  fields and on farms to help feed their family. Growing up, they made sure education was our top priority as they wanted us to have an easier life. Because of their support and hard work, I was able to attend an Early College in Rocky Mount and earn my Associates of Science, Associates of Arts, and High School Diploma all at age 18. I am the first in my entire extended family to attend college. I’m now 21 years old and attend ECU and am graduating with my Bachelor’s in Engineering with a Concentration in Electrical in 2021. Next year I will begin working on my Master’s in Mechanical Engineering. I really could not have done it without my parents and grandparents as they have never failed on supporting me and never stopped believing that I could get as far as I did today.

Also, my dad has 20+ brothers and sisters and they each have quite a few of children. In total, with my dad’s living cousins and my first cousins, I have 500+ living cousins currently. We are not sure exactly how many – as it is possible the number reached over 1000 by now – but we definitely know I have more than 500!

AEO Celebrates Latinx Heritage Month: Alex, Associate Manager – Digital Production

From September 15 through October 15, AEO is celebrating Latinx Heritage Month – a time to recognize the important contributions of U.S. citizens whose ancestors immigrated from Spain, Mexico, the Caribbean and Central and South America.  Throughout the month, AEO is highlighting our Latinx associates by celebrating, sharing and learning about their traditions and cultures!

  • Name: Alex
  • Role: Associate Manager – Digital Production
  • Latinx Heritage: Puerto Rican

Tell us about your role.

In my current role as Associate Manager of Digital Production, I oversee the coordination of Marketing and Promotional Digital Initiatives for the AE and Aerie website. This includes coordinating weekly website updates and changes, as well as larger projects for the Digital Roadmap. Basically, my team pulls together all of the necessary info from our cross-functional partners and then builds this content to produce our AE and Aerie website. We are also the last piece of the puzzle before pushing this content live to our customers!

Why do you love working at AEO?

One of the reasons I love working at AEO is all of the amazing people that I have met and friends that I have made over the years. I am so lucky to get to work every day with such an incredible, talented group of coworkers. Another reason why I love working at AEO is the fact that our organization is constantly giving back to not only our local community, but other organizations outside of Pittsburgh that are important to associates. I’m able to enhance and share my passion for volunteer and charity work with my coworkers.

What does Latinx Heritage Month mean to you?

It’s a time when our culture and traditions are able to be in the spotlight and receive recognition for the contributions we’ve made to the American society and culture. I think that a lot of people don’t realize how much of an impact the Hispanic and Latino community have made in their everyday lives – from food to music to art. It’s important to celebrate this and educate others.

We know you’re passionate about a particular organization in Puerto Rico – Save a Friend, PR. Why is this organization so special to you?

Save a Friend is an organization in Luquillo, PR whose goal is to reduce the amount of homeless dogs on the island. This past June, my friend Emily and I traveled to Luquillo, PR to volunteer with Save A Friend PR. Prior to our trip we spent time fundraising and collecting donations. We were able to gather items such as cleaning supplies for the shelter and other supplies like food, treats, shampoo and collars. The amount of items we gathered filled FOUR large suitcases! We were also able to raise $2,000 for the shelter.

Once we arrived in PR, we spent a week in Luquillo helping care for the dogs and fixing up the run down shelter – including power washing, weed whacking, walking and bathing dogs. Another reason why we traveled down was to bring puppies back to the US to be adopted in Pittsburgh. A few members of Save A Friend PR came across a mama dog, Sunnie, who was showing she recently had puppies. Sunnie led the team to her puppies that were in a ditch under a tree nearby – there were 10 puppies! Save A Friend PR took in Sunnie and her 10 puppies to care for and at the end of our trip, we traveled home with four of those puppies to be adopted in Pittsburgh. I ended up keeping two of those puppies! Their names are Bruce & Daisy.

What else makes the Puerto Rican culture unique?

I am proud to be a Latina because our culture is so rich and diverse! I feel so much pride and passion for our culture when cooking Puerto Rican food. My love for cooking and all the recipes I’ve learned over the years were passed on to me from multiple generations in our family. One of my favorite things about our culture is that I am constantly learning something new because there are so many incredible traditions and food recipes. Being able to share my culture with others is something that is extremely important to me and makes my heart full!