American Eagle launches 77kids

In the Pittsburgh Post-Gazette via NRF Smartbrief:

The mom-friendly laundry tool goes live today at the online store targeting children ages 2 to 10 years old, and it adds a reassuring value message to the virtual showroom featuring cute kids dressed in a colorfully, stylish goulash of hoodies, skinny jeans, tanks and even a tutu.

"We want to think like a mom and see like a kid," said Chris Fiore, senior vice president for 77kids. That means making clothes that look cool, feel good on the body and can stand up to a few washings.

My take
I'm far from on expert on kids' clothing, so I can't comment on the execution of the products themselves. I can say say, though, that American Eagle's strategy for their brand architecture is brilliant: to engage the consumer young and stay with them as they get older. From 77kids to American Eagle to Martin+Osa, they've got an offering for anyone from 2 to 42.