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Seven Things I Already Like About 77 Kids

Posted in: Fun and Favorites|September 5, 2008

The countdown to go-live for 77 Kids on-line is just 46 days away. “Long Live Fun” is the tagline for American Eagles new concept store for kids, sizes 2-12.

Today, aggressive promoting has begun. I received an email to enter a chance to win a private concert with the Jonas Brothers! You can enter too – just follow this “Party with the Jonas Brothers and 77 Kids” link. Of course, 77 Kids will ask for your email and address information

Partnering with the Jonas Brothers (assuming via Disney) must be costing some big bucks, but I expect they will build a large customer database via the promotion. I think American Eagle is taking this seriously – they should get some major traction with this promo.

Seven things I already like about 77 Kids (without even seeing their full line yet):

Their size range goes up to Size 12. I think it’s a big mistake when stores stop at Size 10. If they do a good job with design, 77 Kids should see a significant market for sizes 10-12 — for both boys and girls. Their website is already integrated with American Eagle and Aerie — so my assumption is they have a combined cart and checkout process (similar to Gap’s new 4-in-1). So far, they are doing a great job with marketing — kudos for obtaining a big name like the Jonas Brothers that appeals directly to their target market. 77 days ago they publicly committed to a timeline. And, my guess is they will make it (potentially even beat it). Another indication they are serious about this business. The introduction on the website is inviting for both parents and kids. My guess is that it’s intended to be (smart). Check it out. In addition to their on-line store, fresh new 77 Kids stores will soon be adorning malls across the U.S. Always a plus. “Long Live Fun” — an awesome tagline.

All this contributes to my enthusiastic outlook for the 77 Kids brand. Of course I’ll save my final opinion based on quality, design, and price. But, if they can find a good balance of these three essential criteria, I think they can be extremely successful — even in today’s competitive children’s apparel market.

Suzanne Rielle, Co-Founder, Loobalee.com