American Eagle Invites Gen Z To Direct, Style New Campaign


by Sarah Mahoney  @mahoney_sarah, January 25, 2019


American Eagle also owns Aerie, the lingerie brand that’s made big gains by ditching models. It has been a pioneer in the trend of using real women -- in a variety of shapes and sizes -- in its ads, and was one of the first brands to swear off retouching.

Engagement Labs, a data and analytics firm, ranks American Eagle as Gen Z’s sixth-most talked-about retail and apparel brand, beating out names like Hollister, Vans and Abercrombie. Nike and Adidas are the most talked-about brands, followed by Forever 21, Victoria’s Secret and Air Jordan.

The new campaign comes just weeks after the company reported a solid 6% gain in comparable-store sales for the fourth quarter to record levels, on top of a hefty 8% gain in the same period a year ago.

The results beat expectations, and observers say the company is well positioned to benefit from low unemployment.

“As a destination denim business,” writes Jen Redding, an analyst who follows the company for Wedbush Securities, the company also has the potential to benefit “as the industry enters a positive denim cycle and Aerie continues to capture market share.


Read the full MediaPost article, here.

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