American Eagle Outfitters, which launched in Japan last year and is celebrating its first anniversary, is doing well.

The first-day sales of its first domestic store at Tokyu Plaza Omotesando Harajuku in April last year set a world record for American Eagle. Over the past year, the number of stores has expanded to six, primarily in the Tokyo metropolitan area. The company plans to aggressively expand beyond the Kanto region.
... American Eagle commented on the project, "We chose Harlem Shake as a way to share the charm of our brand with our customers. We hope to communicate the appeal of our products and brand culture through a unique and fun promotional strategy, and become one of the tools our customers use to enjoy their lifestyles."

Starting July 1st, American Eagle will launch a membership-based e-commerce service as part of its O2O (online-to-offline) strategy, linking online and physical stores. The membership system, called "AEO Friends," allows customers to accumulate and use points both online and in-store, aiming to drive customers from the e-commerce site to stores. This will improve customer convenience by reaching new customers nationwide who do not have a store nearby, and will also increase awareness of its sister brand, "aerie," which focuses on underwear and loungewear and is still relatively unknown in Japan.

Harlem Shake