American Eagle Eyes Older Market

Abercrombie & Fitch immitators American Eagle have decided to launch a new chain called MARTIN + OSA to target 25 to 40 year olds. Five MARTIN + OSA stores are planned for launch
at better shopping centers next fall.

The name MARTIN + OSA refers to Martin and Osa
Johnson, adventure travelers who documented their travels from 1917-36
to remote areas of the world in film, photographs, books and lectures.
MARTIN + OSA will sell classic sportswear styles, including denim and
active-outdoor looks by lead designers Charles and Michele Martin,
formerly of Abercrombie & Fitch.

BrandWeek Article
<via Experience Economist>