ABFRL brings Amer­i­can Ea­gle Out­fit­ters to In­dia

Business of Fashion - - Contents -

A look in­side how the part­ner­ship panned out and how ABFRL in­tends to ag­gres­sively ex­pand the reach of the brand in the next 3 years.

Aditya Birla Fashion and Re­tail Ltd. (ABFRL), In­dia’s no. 1 fashion and life­style en­tity has brought Amer­i­can Ea­gle Out­fit­ters (AEO) to In­dia. A lead­ing global spe­cialty re­tailer of­fer­ing high qual­ity, on-trend cloth­ing, ac­ces­sories and per­sonal care prod­ucts, Amer­i­can Ea­gle Out­fit­ters is set to spread its wings and carve a niche in the hearts of the fashion savvy and brand con­scious In­dian youth. Un­der this part­ner­ship, ABFRL in­tends to ag­gres­sively ex­pand the reach of the brand in the next three years. It also plans to in­vest in re­tail­ing the AEO mer­chan­dise through the brands exclusive In­dia web­site www.aeo.in

Aditya Birla Fashion and Re­tail hosts In­dia’s largest fashion net­work with over 8,000 points of sale in over 700+ cities and towns, which in­clude more than 2,000 exclusive ABFRL brand out­lets. It had also en­tered into a multi-store re­tail and e-com­merce

li­cense agree­ment with Amer­i­can Ea­gle Out­fit­ters Inc. in Au­gust 2017.

In­dia has the fastest grow­ing youth mar­ket in the world with vast up­wardly mo­bile con­sumers, who are driv­ing de­mand for brands hav­ing in­ter­na­tional aes­thet­ics and style. How­ever there seems to be a paucity of choices when it comes to jeans. With the en­try of Amer­i­can Ea­gle, ABFRL aims to ful­fill the gap and cor­ner a sig­nif­i­cant share of the coun­try’s pre­mium jeans wear mar­ket.

Com­ment­ing on the launch

Sathya­jit Rad­hakr­ish­nan, Pres­i­dent In­ter­na­tional Busi­ness, Aditya

Birla Fashion and Re­tail Ltd., said, “Amer­i­can Ea­gle Out­fit­ters is an iconic jeans brand from the US and we are ex­cited to bring it to the fashion en­thu­si­asts in In­dia. The brand will add great value to our in­ter­na­tional port­fo­lio and strengthen our po­si­tion in the youth cen­tric life­style space, giv­ing our dis­cern­ing cus­tomers a true taste of high-end fashion.” “In­dia’s rapidly de­vel­op­ing econ­omy, an­chored by the world’s largest youth pop­u­la­tion, pro­vides an ex­cit­ing growth op­por­tu­nity for our brand to ex­pand our global reach,” com­mented An­drew McLean, EVPGlobal Com­mer­cial Op­er­a­tions, Amer­i­can Ea­gle Out­fit­ters. He fur­ther added, “Aditya Birla Fashion & Re­tail brings deep mar­ket ex­pe­ri­ence and ex­ten­sive re­tail ca­pa­bil­i­ties, giv­ing us a strong plat­form to de­liver our lead­ing AE jeans col­lec­tions and ca­sual Amer­i­can style to the grow­ing mar­ket.”

Guillermo La Rosa, Vice Pres­i­den­tIn­ter­na­tional and Busi­ness Devel­op­ment, Amer­i­can Ea­gle Out­fit­ters said, “As a leader in the In­dian re­tail mar­ket, ABFRL’s part­ner­ship gives us the plat­form to ex­pand into one of the largest re­tail sec­tors in the world. With their re­tail ex­per­tise and ag­gres­sive growth plan, ABFRL will be­come one of our largest part­ners in our quest to be­come the global leader among denim brands.” Cater­ing to the fash­ion­able In­dian youth, the 2500 sq.ft Amer­i­can

Ea­gle Out­fit­ter store in DLF Mall in Noida prom­ises to be a fashion haven for to­day’s mil­len­ni­als. For the ef­fort­lessly chic, fashion savvy young gen­er­a­tion, the brand of­fers su­pe­rior de­signs in jeans with an ar­ray of washes and fits such as the Su­per Skinny, Skinny and Slim, and Straight Fit Jeans. Apart from jeans the col­lec­tion also in­cludes a com­plete life­style as­sort­ment of young and quirky cloth­ing op­tions like graphic tees, polo tees with the iconic ea­gle logo, sum­mer shirts and cargo pants all with ac­ces­sories to match. The brand also has a range of fash­ion­able ca­sual wear for women.

Be­ing a global fashion gi­ant cater­ing to the young style set­ting devo­tees, Amer­i­can Ea­gle Out­fit­ters up­holds the jeans her­itage, which has changed the fashion out­look since 1977. The brand has al­ways be­lieved in cel­e­brat­ing in­di­vid­u­al­ity, free­dom, and self ex­pres­sion. Each AE jeans is a blank can­vas for self-ex­pres­sion, the foun­da­tion for any look. Rep­re­sent­ing Amer­i­can youth cul­ture and ca­sual Amer­i­can style, the brand will tar­get young peo­ple who are look­ing to ex­press them­selves and their in­di­vid­u­al­ity through fashion. These youth don’t just fol­low trends, they cre­ate them.

Amer­i­can Ea­gle Out­fit­ters, Inc. (NYSE: AEO) com­pany op­er­ates more than 1,000 stores in the United States, Canada, Mex­ico, China and Hong Kong, and ships to 82 coun­tries world­wide through its web­sites. Amer­i­can Ea­gle Out­fit­ters and Aerie mer­chan­dise is also avail­able at more than 190 in­ter­na­tional lo­ca­tions op­er­ated by li­censees in 24 coun­tries.

“Amer­i­can Ea­gle Out­fit­ters is an iconic jeans brand from the US and we are ex­cited to bring it to the fashion en­thu­si­asts in In­dia. The brand will add great value to our in­ter­na­tional port­fo­lio and strengthen our po­si­tion in the youth cen­tric life­style space, giv­ing our dis­cern­ing cus­tomers a true taste of high-end fashion.”-Sathya­jit Rad­hakr­ish­nan, Pres­i­dent In­ter­na­tional Busi­ness, Aditya Birla Fashion and Re­tail Ltd.

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