Mobile-First Drives Digital Strategy At American Eagle Outfitters

Digital efforts at American Eagle Outfitters have been on overdrive for the last few years, culminating in the recent launch of its first responsive mobile web app designed from a mobile-first perspective.

The mobile app is the latest in a series of digital accomplishments. According to Lance Wills, vice president of digital technology at American Eagle Outfitters, the apparel retailer launched its first “wholly owned” international web site in the fall of 2015, as part of its U.K. expansion.

Subsequently, “We launched a new responsive site in North America,” Wills reports. “We’re seeing incredibly positive results.” Responsive web sites provide an optimal viewing and interactive experience across a range of devices.