American Eagle Outfitters

On March 15, 2005, the company adjusted its accounting of rent expenses and construction allowances after the Securities and Exchange Commission noted that a number of companies had been improperly logging these items.[11] Due to "disappointing product execution in the women's category", American Eagle posted only a 3% gain in the 2013 second-quarter profits and the stock price dropped.[12]

On 27 July 2020, American Eagle Outfitters revealed it is selling a new range of fitness wear called "Offline" by Aerie, targeted towards consumers who want apparel that can be used for both their workouts and relaxing.[13]

In June 2009, the company signed the franchisee agreement with M. H. Alshaya, one of the leading retailers of the Middle East.[15] The agreement saw the introduction of the first stores outside the North American market, with the first two opening in Dubai and Kuwait on March 16 and 25, 2010, respectively and a store which opened on October 15, 2011, in Kaslik near Beirut, Lebanon, another store opening followed in June 2012 in Hamra Street, Beirut. Followed by another store located in Beirut City Centre, Hazmieh.

The company maintains distribution centers in Hazleton, Pennsylvania (U.S.), as well as Ottawa, Kansas (U.S.) and Mississauga, Ontario (Canada).[16]

Aerie store in the SouthSide Works area of Pittsburgh

In February 2006, American Eagle launched the aerie lingerie sub-brand, targeting the American 15- to 22-year-old female demographic segment.[17] In addition to lingerie such as a wide variety of bras and other undergarments, the aerie line sells dorm wear, active apparel, loungewear, accessories and sleepwear. What started as a sub-brand quickly became a standalone concept in its own right, featuring a complete fitness line, called aerie f.i.t. The aerie brand is sold in American Eagle Outfitters stores, on-line through the American Eagle Web site, and in stand-alone aerie retail stores. The first stand-alone aerie store opened in August 2006 in Greenville, South Carolina,[18] and was followed by two more test stores later that year. As of December 2010, there were 147 stand-alone aerie stores in the United States and in Canada.[19] Aerie has started a campaign that focuses on promoting their models’ real bodies. This entails their slogan #AerieREAL and adding to their advertisements that models seen have not been retouched. Doing this is a way that they have chosen to take a stand against the use of photo manipulation in media. Iskra Lawrence, while she models for the lingerie line, is also the global role model for the brand.[20]

The company's second stand-alone lifestyle concept, launched in 2006 and targeted men and women from 28 to 40 years of age.[21] It featured cashmere sweaters and casual clothing for an older target audience. It also sold products by Fred Perry, Ray-Ban, Adidas, Onitsuka Tiger, and HOBO International. In March 2010, management announced that all 28 Martin + Osa stores would be closed, after a failed attempt at success in retail markets, causing AEO, Inc. to lose up to $44 million.[22][23]

In October 2008, American Eagle released and launched 77kids, a line of clothing aimed at children from two to ten years of age.[24] Initially an on-line only concept, AEO opened its first 77kids store on July 15, 2010, in The Mall at Robinson in Pittsburgh, Pennsylvania,[25] and eight others followed that year. Expansion continued throughout FY2011. 77kids stores, targeted at younger children, featured interactive games and activities throughout the stores that children could play with while shopping.[26]

American Eagle Outfitters announced on May 15, 2012, that it would sell or close all 22 of the 77kids stores by the end of July 2012.[27][28] Robert Hanson, who became CEO in January 2012, said 77kids had a loss after taxes of roughly $24 million on sales of $40 million in the 2011 fiscal year. On August 3, 2012, American Eagle Outfitters completed the sale of its 77kids to Ezrani 2 Corp, a company formed by Ezra Dabah, the former Chairman and CEO of The Children's Place.[29] Ezrani renamed the stores to "Ruum" in 2013.[30]

In November 2015, American Eagle Outfitters acquired Todd Snyder's eponymous label, as well as his Tailgate Clothing Company, a brand that centers around vintage-style collegiate apparel.[31] American Eagle initially focused on Southeastern Conference and Big Ten colleges, hoping to gain more popularity among its target demographic of teenagers and college students.[32]

Following its acquisition of Thiftys from Dylex, the 107 stores were rebranded as Bluenotes', in 2000, then subsequently sold off, in 2004.

In 2004, textile and apparel workers union UNITE HERE launched the "American Vulture" back-to-school boycott of American Eagle[45] in protest of alleged workers' rights violations at the company's Canadian distribution contractor National Logistics Services (NLS). On the 2007 second-quarter conference call,[46] CEO James O'Donnell clarified the American Eagle's relationship with NLS and its effect on business. He explained,

We owned NLS with the acquisition of Braemar back in 2000, and we subsequently sold off NLS in 2006, and we are currently a customer of NLS... We have really no involvement at all with Unite Here and NLS. Our only involvement with NLS is basically as a customer, and there have been some allegations made, I think, to some of, to the public about it affecting our business. I can tell you right now it has not affected our business.

Since 1999, Abercrombie & Fitch has sued American Eagle Outfitters at least three times for allegedly copying its designs and its advertisements. On all occasions, American Eagle prevailed in court under the statement that A&F cannot stop American Eagle from presenting similar designs since such designs cannot be copyrighted in the United States. Nevertheless, American Eagle clothing designs have since trended away in appearance from Abercrombie & Fitch designs. The merchandise offered by American Eagle is considered to be "retro/vintage" cost-efficient clothing, whereas Abercrombie & Fitch merchandise has become an internationally known "near-luxury" line of clothing with "preppy", high-grade, and high-priced fashions, on the same level with that of companies such as the Polo Ralph Lauren company.[47] Judges have generally ruled that giving Abercrombie exclusive rights to market its clothing in a certain way "would be anti-competitive."[48]