American Eagle is trying win back teens with a one-size-fits-all clothing brand.
The brand, called Don't Ask Why, offers crop tops, loose dresses, high-waisted bottoms, and slouchy sweaters in muted, solid colors.
The one-size-fits-all strategy comes directly from one of the company's newest competitors, Brandy Melville. And the styles offered by both brands are nearly identical, reports Racked.
"Brandy’s definitely someone who broke into the American market with this kind of look," American Eagle global brand president Chad Kessler told Racked. "We’re looking around at everybody. You could say it has a Brandy vibe to it, but a lot of these styles are available at many retailers, not just one. Brands and trends come and go, and we are really trying to make this a reflection of how girls are dressing now."
The company opened a Don't Ask Why pop-up shop in Manhattan's Soho neighborhood recently. The shop is just down the street from Brandy Melville's Soho store.
Here's a look inside the Don't Ask Why store:
Meanwhile, American Eagle has been struggling.
Net revenue declined 1% in fiscal 2014 and comparable sales decreased 5%. The company has been closing stores and last fall, it relaunched the Don't Ask Why brand with the hopes of winning back teens.
The strategy appears to be working.
American Eagle reported Wednesday that it's revenue increased 8% and comparable sales grew 7% for the first quarter of its fiscal year, compared to the same period last year.
"Recognizing the consumer desire for a less branded, cleaner product the company now has a much more balanced range that is able to compete more effectively with players like Forever 21 and Zara," Carter Harrison, a retail analyst at Conlumino, wrote in a research note Wednesday. "To be fair, this is not yet perfected and is something of an ongoing work – but there is no denying that AEO has taken a major step in the right direction."
Brandy Melville's recent rise has been helped by its popular Instagram account, which has more than two million followers and mainly features the same group of ultra-skinny, long-haired white girls posing in the brand's clothes.
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