Denim is a tricky cloth backing a fair harder enterprise, and back-to-school season is, as American Eagle CMO Craig Brommers tells ADWEEK, “the Tremendous Bowl of denim.” It’s the time of yr when Levi’s, Hole, Abercrombie & Fitch, and American Eagle have the most important alternative to seize share now and for generations to come back.
So after all, American Eagle had a plan, and that plan needed to contain actress Sydney Sweeney. Everyone knows the fireworks that occurred subsequent.
On this episode of Adspeak, Brommers sits down with editor in chief Ryan Joe (Hey, that’s me!) to recap what occurred throughout these tumultuous summer time months, from the lead-up to the marketing campaign, the hovering inventory, the enterprise outcomes, and the fierce criticism over the sexualization of Sweeney and the (in)well-known jeans-to-genes pun.
Brommers digs into what, if something, he’d do in another way, classes realized over the previous few weeks, and the way American Eagle stacks up towards competitors like Hole and Abercrombie, each of which Brommers had labored at beforehand.
He additionally explains how he expects the Sweeney marketing campaign, along with a splashy Travis Kelce collaboration, offers American Eagle “the permission to make large swings.”
