Jennifer Foyle
Analyst · Barclays
Our AURs are -- beginning on the year or on the quarter, Mike can get a little bit more specific for you. But regarding what we are doing differently, first of all, we've been highly focused on loyalty customers, our loyalty files up. But again, in total -- but again, it's about the health of our file, right, because they're our best vendors. They come back the most to our brands, and we want more of those customers. So that's why we're just incredibly focused on our loyalty program, and you'll see more there. We have some really great findings and how we can even build that program stronger and better.
Adrienne, I'd like to say that, first of all, as I mentioned, Aerie doesn't quit. Like, we've been going after that brand year-over-year inventing, reinventing, newness. And as I mentioned -- as you can see that our customer base is growing at an incredible rate. In fact, I just looked at our chart, I believe it's over 10 million customers at this stage, like quadrupling the baseline. It's incredible what we've done in Aerie and it is about building that brand awareness, as I mentioned, and getting into new markets and learning about those customers and building that community, Adrienne.
Like, we do this grass roots in both brands, and I'll get to AE in a minute. But we have ambassadors and those [ tentacles ] and Sonny and the store team have done an amazing team using our associates to reach our customers. And Michael said it even best, right? Like, our store experience and our customer experience, you heard those results, they're like no other, and that's a winning edge for us, and it's a place that we're not going to quit. So -- that's the Aerie story.
In AE, as I mentioned, we're sort of rebirthing the brand, sort of pulling back to go forward. We're seeing new opportunities now. And in doing so, I'd like to say we kicked off January with our new launch of AE 24/7, but let's not forget what we're up to, okay? Some of the new stats are saying over the past 2 years, more recently, so January into February, we are seeing Gen-Z take a greater hold on the AE brand. I'm saying this, and I mean this. Like, the Outer Banks. We just did a collab with Outer Banks. It's the #1 teen show out there. The product sold out.
We're going to do collabs. We are going to get this customer into our brand and what we've been doing so great, Adrienne is they're living with us. They're staying with us. We've mastered that. Now what we're up to is getting this customer into American Eagle, seeing the new American Eagle, seeing all the work that we've done. And the trends, we're liking what we're seeing.
We just had a jean that just went viral on TikTok, with -- I mean, the #1 TikToker out there, Alex Earle, every girl watches her and this jean is on fire. It reminds me of the old days of the crossover legging in Aerie. We are chasing that jean.
And what I love about it, the most important thing is if you can get organic winners into your brand, organic customers and organic play, organic social media, all of that means more to our customers and what our brands stand for, which is 100% -- we're authentic. That's what we stand for. Aerie is real, AE is authentic. And if we can get more of those customers and we can get that buzz, that's what we're doing. So tons of positive signs. We have collabs you're going to see left and right, back-to-school. We have another great collab. We just have some really exciting things coming, and we're going to now use this new base in AE to kind of launch ahead and move forward.