The UK launch of American Eagle was the brand’s first foray into Europe and, as such, had to be a positive show of intent for future expansion.
Despite being well known as an established, wholesome, brand in the USA, there was little to no awareness or understanding in the UK.
With a directional UK audience of 16-24 year olds inundated with competitor brand noise every day, we had to give the brand an edge in order to stand out.
We signed Daisy Lowe as launch ambassador, and created a look book of directional images for PR and social media usage with Mark Cant and Anna Bromilow.
We hosted media pre-launch at a temporary brand space in Soho, and subsequently set up a UK showroom in our offices in Fitzrovia.
Inspired by the transformation scene of ‘An American Werewolf in London’, we shut down Shoreditch for one night to shoot a film ‘An American Eagle in London’ with director Joshua Stocker.
Even before the film was finished this gave us a full page in the Evening Standard, and set the tone for our celebrity and media launch event in-store at Westfield White City, where Jess Glynne performed live on the eve of the release of her single ‘Real Love’.
We generated 90 pieces of coverage in launch month, with major features in the Evening Standard, The Independent, Mail Online, Marie Claire, Glamour, Harper’s BAZAAR and more.