Why American Eagle Outfitters is betting early on Snapchat Spectacles

The fit between Snapchat and apparel brand American Eagle Outfitters is clear, both share the same young, trend-aware audience, but as Snapchat Spectacles has only launched in the US, the surprise is that the brand is taking an early punt on the platform in Hong Kong.
The campaign, by TBWA, is a Christmas extension to the brand’s platform #WeAllCan, which intends to place the brand in the middle of its audience’s passions and concerns. Primarily an influencer campaign, part of the co