American Eagle Partners with Janhvi Kapoor to Boost Women's Denim Sales

American Eagle, a global denim brand valued at $4 billion, has successfully expanded its presence in the Indian market since its debut in 2018. This collaboration with Aditya Birla Fashion and Retail Ltd (ABFRL) has allowed American Eagle to establish over 300 points of sale, including around 70 exclusive brand outlets (EBOs) across the country. As of 2024, the brand’s denim line remains its top performer, accounting for more than half of its total revenue.

Shashank Mishra, brand head of American Eagle India, explains that the majority of the brand's stores are strategically located in northern, western, and southern regions of India, primarily in metro and tier-one cities. While the brand has made significant strides in these areas, Mishra acknowledges that American Eagle has been slower to penetrate the Eastern market. The brand currently has its presence only in South City Mall, Kolkata but plans to expand into the region within the next couple of years.

Initially, the brand focused on opening company-owned stores in malls and high-traffic areas. However, Mishra highlights that American Eagle is now transitioning into franchise agreements to expand its reach and increase the brand's footprint in India.

In a bid to strengthen its position, the brand has launched its iconic global campaign titled ‘Live Your Life’ in India, featuring actress Janhvi Kapoor as the face of the campaign. This campaign highlights core values such as self-expression, freedom, and authenticity, encouraging young individuals to embrace their uniqueness. Mishra notes that Janhvi Kapoor perfectly embodies these values, making her the ideal choice to represent the brand's vision. The campaign encourages youth to celebrate their individuality without feeling the need for approval from influencers or brands.

American Eagle’s customer base is predominantly composed of Gen Z and younger millennials, particularly in the premium denim segment. Mishra believes that the brand’s ‘Live Your Life Now’ campaign perfectly captures the freedom and authenticity that today’s youth value. He also mentions that, globally, the brand’s business is split evenly between men’s and women’s denim sales. However, in India, there is a noticeable gap in the women’s denim market, and American Eagle aims to close this gap by targeting women more aggressively, especially with the help of Janhvi Kapoor.

To support the campaign, the brand is focusing on digital marketing and using platforms such as Instagram, YouTube, and below-the-line (BTL) marketing activities. BTL refers to marketing strategies that are more focused and targeted, creating personalized engagement with potential customers. Additionally, Mishra emphasizes the importance of word-of-mouth marketing in spreading the brand’s message. He highlights that American Eagle’s customers are their biggest ambassadors, with nearly half of first-time buyers returning for repeat purchases.

Furthermore, American Eagle plans to engage local influencers who have significant followings in specific regions, helping build momentum in the influencer marketing space. With these efforts, American Eagle is confident in rapidly expanding its women’s denim market in India and enhancing its presence in the growing fashion space.