At AEO, we celebrate the diversity of one through the inclusion of many. Throughout the month of June, we will be celebrating associates who are members of the LGBTQ+ community – highlighting their accomplishments, learning about their unique roles and hearing about their experience at AEO!

Throughout his tenure with AEO Inc., Josh has worn many different hats – all of which have supported our field teams. He started his career as an Assistant Store Manager in Texas and was later promoted to Store Team Leader, where he helped open the AE store at Grand Prairie Mall – the second largest store opening in AE history at the time! Today, he is a member of our International team and currently resides in Amsterdam. We chatted with Josh about his role supporting stores across the world and the importance of working for an organization who enourages authenticity and values hard work.

Q. What are the biggest similarities and differences in AEO stores across the world?
The stores are very similar to what they’re like here in North America! What’s also similar is the talent we hire. No matter where I am in the world, I always love meeting teams and there’s always that consistent AEO Family connection. Also, the message of REAL is truly cascaded throughout the world. While it may look a little different everywhere you go, it’s still at the heart of every store. There are certainly differences, though. For example, to engage with a customer in the Texas looks different than how you would engage with a customer in Abu Dhabi. That’s what makes this role so unique – I love learning about the different cultures and finding ways to still create that authentic customer and associate experience.

Q. How has AEO encouraged you to live your REAL self?

When I started in 2011, I had never worked for a company who had celebrated Pride. That doesn’t sound like a big deal but growing up in a closed-minded community, there was always a sense of shame that came with being gay. When AE started building Pride windows and carrying Pride collections, it was such an affirmation for me that I was working in an environment where it was okay to just be me. That was the moment I knew this was an amazing place to work.

When I came out, I was told if I was going to “choose to be gay” that life would never give me as many opportunities. That has turned out to be entirely untrue – the complete opposite in fact. What’s been amazing working at AE is that being gay is not a factor at all. This company has given me so many amazing opportunities that most people in the world don’t get to have, gay or not. Looking back, it’s so empowering to be able to prove those stereotypes wrong.

At AEO, we celebrate the diversity of one through the inclusion of many. Throughout the month of June, we will be celebrating associates who are members of the LGBTQ+ community – highlighting their accomplishments, learning about their unique roles and hearing about their experience at AEO!

Jenn started her career in retail with a part time summer job and no intention of staying in retail long term. She attended Kent State University and originally wanted to become an Interior Designer, but 15 years later, she realized her heart was in the mall, not in the home. She’s been a member of the AE family for 2 years – starting out as a Store Team Leader and quickly being promoted to District Team Leader.

Q. What advice would you give to members of the LGBTQ+ community thinking about joining AEO?
What better brand to work for than AEO? We’re so supportive – from the organizations where we donate, to having dedicated Pride collections – we’re not afraid to stand up for what we support.

When it comes to finding a company to work for, do your research and see who has been through the good, the bad, the ugly and who is still here. Those are the companies that will thrive when things gets tough, they are companies that always do the right thing, practice what they preach and have great product!

Recently, we have taken the following action:

• Formally established an Inclusion & Diversity department, which I will lead. We are actively recruiting a new member to join my team. You can apply here.
• Developed our version of the NFL’s “Rooney Rule,” which requires consideration of Black and POC individuals for all AEO corporate positions.
• Begun a series of mandatory trainings for our senior leadership, beginning with how to avoid microaggressions and their damaging impact on marginalized populations. These ongoing mandatory trainings will then be offered to all associates.
• Begun to develop allyship training with external experts that will be implemented, starting with leadership, in the next month.
• Announced a $500,000 donation to the NAACP Legal Defense and Education Fund to help fight for criminal justice reform, voting rights access, education equity and an end to systemic bias and racism.
• Matching up to $100,000 in donations made by our associates to organizations fighting against racism and for social justice.
• Celebrated Juneteenth with an entire week dedicated to educating our associates on its history and importance, culminating in a call to action to make Juneteenth a National Holiday and a day of education and reflection for our associates.

We are also working on some very exciting plans in partnership with the AE and Aerie brands that will create REAL change for both our associates and our customers. We will be sharing more very soon.

In the meantime, I also invite you to review our 2020 Inclusion & Diversity goals and accomplishments below, which we presented to associates in early February. The events of the last month have certainly brought increased focused and urgency, allowing us to mobilize our teams and take quick action.

AEO Inc. remains committed to:

• Increasing representation of diverse associates in hiring and other candidate pipelines by building upon our partnerships with HBCUs and diverse organizations.
• Continuing to develop an inclusive workplace through expansion, and support, of Associate Networks and Connections (AEO’s version of employee-led resource groups).
• Promoting education and awareness for I&D through organized and publicized displays of associate and community partnerships.
• Increasing the number and proportion of diverse associates achieving promotions and occupying leadership positions.
• Equipping our leaders and teams with the tools to create and maintain an inclusive workplace.

Culture

• Our associates have created and cultivated Associate Networks and Connections with groups such as the REAL Black Alliance, Anti-Racism, Veterans, LGBTQ+, Women in Tech, REAL Parents, Sustainability and more.
• We’ve put a significant emphasis on the recognition and education of cultural holidays and heritage celebrations like Black History Month, Hispanic History Month, Indigenous People’s Day, Juneteenth and we have turned MLK Day into a day of service.
• Building on our established partnerships with organizations like the Anti-Defamation League, Open to All, Big Brothers Big Sisters, NAACP LDF and The Pittsburgh Promise.

Hiring

• A commitment to diverse interview panels has been implemented by our recruiting team.  As we become more diverse, our interview panels will become more diverse.
• Strengthening our relationships and support for Historically Black Colleges and Universities (HBCUs). This summer we will be holding a virtual program for students at select HBCUs and black student organizations to provide a summer experience of retail business education.
• AEO has recognized how the COVID-19 crisis is having a disproportionate impact on black and brown communities. HBCU financial resources were particularly impacted, so AEO collaborated with the schools and offered our assistance with things such as resume assistance and interview training.

Development

• Conducting regular unconscious bias training led by our Chief Compliance Officer. Additionally in 2019, we hosted a full day of diversity, inclusion and equity training by the Anti-Defamation League.
• Continuing partnership with Carnegie Mellon University and the Executive Leadership Academy, an executive education program specifically dedicated to preparing emerging black leaders for executive advancement.
• Ongoing education and training through our AEO Academy on combating systemic racism and racial trauma, unconscious bias, and ways in which to build a more inclusive culture.
• Deliberate focus on identifying talented Black and POC associates from across the organization and focusing on their retention, development and promotion.

This is just a start. We certainly have a lot more work to do. We will be thoughtful. We will be deliberate. And, we will ensure that our plans and initiatives are sustainable for the long haul.

We celebrate the diversity of one, through the inclusion of many.

Sincerely,

Terry Roberts

Vice President – Employment Law and Chief Inclusion & Diversity Officer

At AEO, we celebrate the diversity of one through the inclusion of many. Throughout the month of June, we will be celebrating associates who are members of the LGBTQ+ community – highlighting their accomplishments, learning about their unique roles and hearing about their experience at AEO!

Zach started his AEO career as a Brand Ambassador in Anchorage, Alaska. It was his first job and being a self-proclaimed “shy guy,” he vividly remembers his first day where he was asked to greet guests – a task he believed he was ill equipped to do. Fast forward 11 years, he is now the Associate Manager of Store Experience at the AEO Corporate Office in Pittsburgh. Throughout his decade-long tenure at AEO, he’s proud to see how far he’s come personally and professionally.

At AEO, we celebrate the diversity of one through the inclusion of many. Throughout the month of June, we will be celebrating associates who are members of the LGBTQ+ community – highlighting their accomplishments, learning about their unique roles and hearing about their experience at AEO!

Anna has been part of the Ottawa Distribution Center family for 8 years. She is an avid sports lover and a certified National Athletic Trainer (the folks you see running from the sidelines to help hurt athletes). She’s passionate about volunteering in her community and in her free time, she and her girlfriend Erin enjoy grilling out, entertaining friends and enjoying some R&R with their pups Sophie and Sadie. We asked Anna to share with us how she has grown professionally and personally throughout her time at AEO.

Q. How does AEO encourage you to live your REAL self every day?

In previous companies, I sometimes had to hide who I was dating or not talk about it and I felt it limited my growth. At AEO, I can keep pictures of me and my partner on my desk because who I date does not define me as a person. I want to be defined my values, character and performance, and AEO allows me to do that.

American Eagle Outfitters Inc. is adding to its portfolio with Unsubscribed, a new apparel and accessories retail concept.

The company already operates the American Eagle, Aerie and Todd Snyder brands.

Unsubscribed will be introduced with just one brick-and-mortar store — a permanent space in New York’s East Hampton neighborhood — opening today. Other doors may follow.

According to sources, Unsubscribed will be the opposite of fast fashion. It will feature consciously made women’s wear, swimwear and accessories with many looks made by third-party partners.

The brand plans to feature two collections each year, emphasizing quality over quantity. In addition to Unsubscribed’s own private label, brands such as Veja, Boyish, Melissa Joy Manning and Indego Africa will also be found in the store. Prices start at $5 for accessories and up to $550 for dresses.

Unsubscribed has a web site, but consumers will not be able to purchase products by way of the platform. Instead, it will be used to showcase content from the brand.

At AEO, we celebrate the diversity of one through the inclusion of many. Throughout the month of June, we will be celebrating associates who are members of the LGBTQ+ community – highlighting their accomplishments, learning about their unique roles and hearing about their experience at AEO!

When he’s not belting his lungs out to his hero, Mariah Carey, Antoine can be found leading the sales team at Stonebriar Centre in Frisco, TX. He joined the AEO family back in 2011 as an American Eagle Brand Ambassador, but left for another retailer a few years later. It didn’t take long for him to realize his heart was still at AE, and he returned ready to grow his leadership skills. Antoine brings the fun factor to his teams day in and day out and he prides himself on creating an atmosphere where everyone can be themselves.

Q. What advice would you give members of the LGBTQ+ community looking to start their career?
I think the biggest thing is not being afraid to ask, “how does this company support me as a member of the LGBTQ+ community?” You have to ask those hard-hitting questions because at the end of the day, you have to feel comfortable with the brand you’re working for.

I’ve had a lot of friends from other retailers and I’ve worked other places as well, and it’s well known that AEO is true to their values and beliefs. When it comes to what we stand for as an organization, this is really the brand to work for.

The platform’s most followed user, Charli D’Amelio, launches #AerieREAL Positivity challenge

By Kaila Mathise | Link to article

As stay-at-home orders forced businesses around the world to close their doors, everything from dinners with friends to professional conferences moved online. And with brick-and-mortar stores shut, brands were forced to do the same: connect with consumers virtually.

For Aerie, the American Eagle Outfitters-owned intimates, swim and leisure brand, that came in the form of the #AerieREAL Positivity challenge on TikTok. The challenge asks TikTok users to create a video sharing three things they’re grateful for in quarantine. Since its launch on April 15, the videos created as a part of the challenge have racked up over 2 billion impressions and an average increase of 855% in site traffic to Aerie.

Stacey McCormick, senior vice president of marketing at Aerie, said the idea was born from customers sharing stories with the brand on their own about how they were remaining positive and hopeful during quarantine. The Aerie team felt these stories represented its values of “body positivity, self-love, empowerment and community.”

“TikTok was the ideal platform,” she said. “Its content is historically rooted in fun, levity and an innate human goodness.”

The Aerie team worked with its agency of record, Shadow, to turn the brand’s “positivity mission into a TikTok-native format, a challenge.” Aerie even created an original song, called 100% Real Love by PopUpGirl, to go with it.

The challenge kicked off with a post from TikTok’s most-followed user, Charli D’Amelio, who earned almost 4 million likes from her 51 million followers on her #AerieRealPositivity video. It spread through the social media app thanks to submissions coming from the #AerieREAL lineup of spokespeople—known as Role Models—including DJ and wellness advocate Tiff McFierce, sustainability activist Manuela Barón, and Paralympic snowboarder Brenna Huckaby.

By the end of the first week, the campaign had over 1.3 billion views, and Aerie’s TikTok account grew from zero followers to 15,000.

The brand’s reach beyond TikTok grew as well. In one weekend, the brand gained over 16,000 followers on Instagram. Visits to the brand’s site were up, too, with the #AerieREAL Life homepage seeing 138,000 pageviews in one day.

It’s helped Aerie to weather the pandemic, which has brought challenges across the industry. Aerie’s global brand president, Jen Foyle, said the campaign contributed to a quarter that was already “nothing short of spectacular” following “21 straight quarters of double-digit sales growth.” Digital sales increased 75% during the pandemic, and there was a “double-digit increase for Aerie’s total business,” she added.

Aerie sees TikTok as the perfect way to continue connecting with their community regardless of whether stores reopen. It allows customers to be themselves and find positive content that inspires and excites them, and it creates a space for brands like Aerie to be a part of that excitement.

“TikTok can seem intimidating to new users with its many functions and editing tools, but sharing positivity is actually easy and fun,” McCormick said. “We love it and will continue to activate it.”

Other brands including Hero Cosmetics, Fenty Beauty and Gucci also use TikTok to market their products and connect with consumers. Hero Cosmetics uses the platform for everything from customer reviews to product launches and, recently, social justice commentary. Fenty Beauty directly posts videos of costumers using its products, often accompanied by discount codes for viewers, and Gucci engages followers with #GucciBeauty, which encourages users to show off how they use their makeup on their own pages.

Going forward, Aerie plans on continuing to utilize TikTok as both a platform to reach customers and as a way to grow closer with and build the Aerie community. This summer, the brand will highlight its swim collection with a new challenge called “Build Your Own Beach,” where users show off their Aerie beachwear at home. It kicked off May 21 with a post from Jessica Alba and her daughter, Honor.

“We have continued to build on not just the success of this individual campaign, but on the community we have created,” McCormick said. “We do that by exploring new ways to share what makes Aerie special.”