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Kidsday goes to the American Eagle Outfitters store

Betsy Schumacherm, vice president and chief merchandising officer

Betsy Schumacherm, vice president and chief merchandising officer for 77kids by American Eagle Outfitters, with Kidsday reporters, from left, Kristen Corless, Julia Losciale, Lexi Tillman and Bari Stanger, all from the Long Island High School for the Arts in Syosset. Photo Credit: Newsday Photo/Pat Mullooly

We went to the the American Eagle Outfitters store in Times Square recently to check out the brand-new 77kids NYC Style Lab. It is a really cool place for kids! We already liked this brand of clothes, but the Style Lab made the experience even better.

The Style Lab is on the lower level of the store, and walking downstairs is like going into another world. The first thing you see is a giant video screen playing really funny music videos. We found out later that we could even “star” in a music video. Don’t believe us? Watch us here: tinyurl.com/42m5m7f

They even take your picture when you come in, and it will appear on the 25-story screen outside the store.

We liked that there was a photo booth where you can design some fun photos, too. There are all sorts of levers and switches you can press and pull that will activate some fun things around the area.

The styles there are cool, and just what any kid wants. The jeans and shirts are amazing for kids just like you! So any day you stumble upon an American Eagle store, come in and see the 77kids brand!

This store is full of great styles for kids, from infants to young teens. We liked that the clothes let kids show their style and be themselves.
The store has a wide arrangement of hoodies, jeans, shirts, bracelets, and, most of all, fun. We even liked looking over the stuff they had in the toddler section! There are cute one-piece outfits, so toddlers can shine out their style!

We got to meet Betsy Schumacher, vice president and chief merchandising officer for 77kids. She talked to us about the store and the brand. We asked her how they came up with the name 77kids. Betsy said, “1977 is the year that American Eagle Outfitters was incorporated. So we used the 77s, and 7 is a lucky number — the double 7s, we loved the way it looked on the graphics. And it’s interesting, when we set out to develop this store, we wanted it to be one of the seven most fun things in New York City to do if you are a kid.”

We liked the clothing line and we asked her to describe it for us.
She said, “We really think of ourselves as being on trend. We think of ourselves as being a little edgy by having a little bit of rock and roll influence, but once again, trying to be about the kid and drawing from the heritage of American Eagle Outfitters, which is American, youthful, spirited. So we have all of that coming in the brand.”

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