American Eagle to launch mobile-friendly site

American Eagle Outfitters (NYSE:AEO) announced the rollout of a mobile-friendly website as it continues to close brick-and-mortar locations this year.

"Our customers are going to have as rich an experience on their mobile devices as they have on their desktop," American Eagle COO Michael Rempell said.

Back in 2014, the teen apparel retailer announced a plan to close 150 stores over three years. The idea is to cut costs on physical stores while investing in digital sales, reported TribLive. The retailer is attempting to turn around declining sales.

The company has reported a small performance increase in the past year, with a 4 percent increase in sales over the fourth quarter of 2015.

American Eagle joins a host of struggling teen retailers attempting to reinvent themselves at lower price points to win back consumers. For example, Forever 21 debuted its discounted concept in May 2014, offering basic items at bargain prices.

For more:
-See this TribLive article

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