American Eagle Outfitters Selects i33 as Interactive AOR

Clothing company American Eagle Outfitters Inc. selected i33 communications, a division of Bethesda, MD-based AppNet Inc., as its interactive agency of record.

i33 will plan and buy all of American Eagle’s interactive media, track the sale of online catalog merchandise, and oversee other brand interactions using an AdMaximize reporting interface customized for AE. Billings were not disclosed.

“We are looking to i33 to not only assist in extending the AE brand online, but to capture important customer information that will help us reach our goal of building a unique lifestyle shopping experience for the AE consumer,” said Michael J. Leedy, vice president of marketing and creative services for AE.

i33 said its ROI-tracking service, AdMaximize, will track customer site-usage and purchasing history, including unique purchasers, gross orders, sales revenue, leads, site lifestyle-content visits, and AE credit card applications.

American Eagle reported fiscal 1998 sales of $587.6 million, an increase of 44.8 percent compared to 1997. The company markets casual apparel, accessories, and footwear for men and women. It operates 391 stores in 41 states.