American Eagle back-to-school advertising picks up on Gen Z trends

“These digital experiences that American Eagle have been creating over the past few months don’t just create brand love – they really lead to healthy commercial returns,” says Brommers, noting that this is the chain’s third collaboration with Snapchat. A virtual shopping experience during the winter vacation season generated $ 2 million in sales.

“It validates one thing we learned in our industry during this difficult time – if you create an engaging experience for the younger Generation Z audience, they love it, they pounce on it,” he says, pointing to the inherent divisibility of content create buyers.