American Eagle "skinny skinny" jeans: Spray-on or put-on?

03/21/2013 | Wall Street Journal, The

American Eagle Outfitters is refusing to reveal whether its new campaign for spray-on "skinny skinny" jeans is really the put-on that it appears to be. "We don't ever want to become safe or expected," Vice President of Brand Marketing Bob Holobinko said. A video on the company's site depicts young adults chatting about really skinny jeans while wearing what appear to be sprayed-on pants. "It's a risky move for a teen retailer given that most retailers have to strike a balance between a young adult target demographic and teenagers' parents who in many cases control the purse strings," writes Anna Prior.

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