What: American Eagle launches a second-hand store in partnership with ThredUp, which will be heavily supported by marketing activations on Snapchat.

Why it is important: Properly marketing second-hand now also goes with a social dimension, to make sure it is visible from the younger digital clientele, and not in stores and traditional channels only.

American Eagle has partnered with ThredUp to launch RE/AE, an online resale shop offering vintage and secondhand items to cater to environmentally-conscious Gen Z consumers. To promote the 200-piece collection, American Eagle collaborated with Snapchat to create a shoppable augmented reality lens.

The RE/AE shop, powered by ThredUp's Resale-as-a-Service, allows users to filter items by pre-owned or vintage status and offers affordable prices.

The Snapchat AR lens lets users virtually browse items and educates them on sustainability.

This initiative aligns with American Eagle's goal of becoming carbon neutral by 2030 and continues the brand's efforts to engage Gen Z through targeted marketing campaigns and partnerships.

American Eagle brings secondhand clothing shop to Snapchat