Real People to Tell American Eagle Outfitters’ Back to School Story

In Marketing, People, What's New by Accessories StaffLeave a Comment

Shay Mitchell, an actress from Mississauga, Ontario, CA, shows off how she wears and accessorizes her American Eagle Skinny Kick jean.

New York—No need for big name celebrities at American Eagle Outfitters. The teen-oriented specialty retailer is touting real people in its “Live Your Life” back to school campaign.

“The campaign is about celebrating individual style and putting the customer at the center of our brand,” said Michael Leedy, chief marketing officer at the company. “Each member of the campaign shows off a unique denim fit and the multitude of looks you can build with a great pair of jeans and our colorful tops and accessories, illustrating our commitment to individuality, and the spirited optimism of the American Eagle Outfitters brand.”

The 15 real people range from a general contractor and professional basketball player to musicians and actors to magazine editors and bloggers.

American Eagle is also offering a change for shoppers to win an opportunity to be featured in the Spring 2013 campaign.

Looking for 2013 ‘Models’ T00

Beginning July 23, customers can submit a photo and answer personal style questions online at . Entrants will then share their submissions with their social network to garner votes. The top 250 people with the highest votes in each of the 15 jean fits will be displayed on and on American Eagle Outfitters mobile app.

American Eagle Outfitters will select one winner from the top 250 in each category weekly for four weeks and on the fifth week the winners will be determined by a public vote on August 30. Nine women and six men will win a spot in the Spring 2013 campaign as well as a cash prize.

American Eagle Outfitters has committed to full-scale “Live Your Life” campaign advertising in national broadcast and cable outlets including ABC, NBC, MTV, CW, Comedy Central, E!, STYLE, and ABC Family, magazines including Cosmopolitan, Nylon, People StyleWatch, Seventeen, Teen Vogue and Us Weekly, several targeted digital outlets such as Hulu, Facebook and YouTube, as well as outdoor in Times Square and SoHo.

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