Engaging Gen Z in Retail: American Eagle CMO Craig Brommers on TikTok and Brand Loyalty
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Craig shares insights on reaching Gen Z through authentic brand collaborations, the transformative power of social media platforms like TikTok, and the importance of purpose-driven marketing.
““The amount of content needed to serve personalization is overwhelming, and that's probably where tools like AI will come in and help us greatly.” - Craig Brommers
In today’s rapidly changing retail landscape, connecting with Gen Z is essential for brand survival. This generation craves authenticity and purpose, and brands that understand this are thriving. Join CMO Craig Brommers as he shares how American Eagle is setting the standard, leveraging creator-led content, immersive omnichannel experiences, and purpose-driven marketing to win over Gen Z. Tune in to learn how your brand can capture the hearts and minds of the next generation.
Craig Brommers serves as the Chief Marketing Officer at American Eagle Outfitters, where he oversees brand strategy, marketing, and creative direction. With a career spanning iconic brands like Calvin Klein, Gap, and Abercrombie & Fitch, Craig brings a wealth of experience in building brands that resonate across generations. Known for his innovative approach, he has been instrumental in adapting traditional retail strategies to meet the demands of a digital-first, Gen Z-focused landscape. His deep expertise in brand development and passion for connecting with younger audiences make him a key voice in the retail industry.
Tune into the latest episode or read the transcript below to learn more. Here are some top takeaways:
TikTok’s Influence on Gen Z Engagement: TikTok has become a powerful tool for driving real-time product engagement, especially among Gen Z. Craig shares how a spontaneous, unsponsored post by creator Alix Earl turned an underperforming American Eagle item into a top-five seller overnight. This example demonstrates the power of influencers in today’s digital landscape as well as the unmatched potential of TikTok to create viral moments that translate directly to sales.
Shifting the Marketing Mix to Prioritize Digital: With Gen Z engaging almost entirely on social platforms, American Eagle has adjusted its marketing spend, placing digital channels and paid social media above traditional advertising. Craig describes this as a necessary shift to reach audiences more effectively in their native spaces. This reallocation of resources highlights a need for brands to follow audience behaviors closely and to adapt spending based on where engagement is truly happening.
Authenticity in Creator-Led Content: American Eagle has fully embraced creator-led content, with nearly 90% of its TikTok presence driven by creators rather than polished brand ads. Working with 700–800 creators each season, the brand focuses on scale and authenticity, leveraging mid-range influencers who often deliver the strongest connections with audiences. Craig explains that this approach not only enhances engagement but also builds trust with Gen Z, who value genuine voices over highly produced content. By empowering a large network of creators to share content in their own style, American Eagle cultivates a real, relatable presence on TikTok—an essential strategy for resonating with today’s younger consumers.
Bringing Athletes into Everyday Life with the “Live Your Life” Campaign: In the “Live Your Life” campaign, American Eagle partnered with athletes like Coco Gauff and Trevor Lawrence, showcasing them not just as sports stars but as relatable people with real-life stories. Craig explains that this approach appeals to Gen Z, who want to connect with authentic, multidimensional personalities. By highlighting athletes' everyday lives, American Eagle creates a deeper bond with young consumers who value seeing role models they can relate to beyond their professional achievements.
Reinventing the In-Store Experience to Drive Engagement: While digital sales are critical, American Eagle sees its physical stores as essential for building real connections with Gen Z, who crave interactive and social experiences. Craig explains how American Eagle transforms its stores into immersive environments, turning them into social hubs where customers can engage with the brand in a meaningful way. With 35,000 mostly Gen Z store associates, American Eagle also leverages its in-house team as content creators, allowing employees to embody and share the brand’s values authentically. This dual approach of creating a community-oriented store experience and empowering associates to produce relatable content builds a unique brand presence that resonates deeply with Gen Z, fostering loyalty and a sense of belonging beyond the transactional.
Listen to Craig Brommers on The Speed of Culture podcast to discover how American Eagle is redefining brand engagement and connecting with Gen Z.
