Timberland debuts a new partnership with American Eagle
American Eagle and Timberland have joined forces to create a 14-piece athleisure collection, blending the denim roots of American Eagle with the heritage craftsmanship of Timberland. The collaboration, which aims to evoke a sense of '90s nostalgia, was introduced by American Eagle a month before their Q2 earnings.
The collection, featuring elements of technical outdoor apparel, includes anorak jackets, flannels, waterproof lace-up boots, hats, and boots. The prices for the apparel range from $34.95 to $139.95, while hats and boots range from $19.95 to $170. Sizes for the collection range from XS to XXL, making it accessible to a wide range of customers.
Timberland, a brand owned by VF Corp., recently collaborated with streetwear brand JJJJound on a 6-inch boot, which quickly sold out. Other recent fashion collaborations include a 2022 capsule with stylist Veneda Carter. However, there has been no mention of potential offloading of Timberland following VF's sale of Supreme.
VF Corp. reported a 9% year-over decline in Q2, with Timberland's revenue for the quarter down 10%. In contrast, American Eagle's Q2 revenue hit a record $1.3 billion, up 8% year-over-year.
This collaboration is part of American Eagle's strategy to expand their customer base and reach new markets. Collaborations are an integral part of many brands' strategies, allowing them to tap into new audiences and fresh perspectives.
The collection consists of menswear items that can also be styled for women. Subsequent drops of this collaboration include a 19-piece outerwear and footwear capsule, releasing Oct. 24, and a 12-piece denim and denim-inspired footwear collab launching Dec. 12. The next collaboration between American Eagle and Timberland with a 19-piece outerwear and footwear assortment is scheduled for October 2023.
The new brand platform launched by American Eagle features a refreshed "Live Your Life" marketing message, aimed at their core Generation Alpha, millennial, and Generation Z customers. The collection is a testament to the brands' commitment to providing stylish and functional clothing that resonates with their customer base.
