A Remarkable Journey Through the Shopping Mall with Craig Brommers, American Eagle's CMO
Remarkable Retail
Insights on Retail Dominance and Digital Strategies
The chapter discusses American Eagle's dominance in the retail market for Gen Z, emphasizing the importance of incorporating digital channels in the retail experience and the resurgence of physical stores among younger customers. It also touches on expanding customer base strategies, the evolving customer journey from digital to physical spaces, and the influence of user-generated content in marketing campaigns.
Joining us for our first episode recorded at last week's Shoptalk is Craig Brommers, Chief Marketing Officer at American Eagle Outfitters. We took the stage in front of a live audience for our inaugural voyage on Shoptalk TV to hear Craig's wisdom on a wide variety of topics including: the keys to their AEO's recent performance, how to understand the Gen Z customer, the role of digital in driving physical store performance, how sustainability does or doesn't affect consumer choice, and a whole lot more. We also learn that the death of physical retail has been greatly exaggerated (though he might be preaching to the choir!).
But we kick-off things off with a quick rundown of our big take-aways from our busy, busy time in Las Vegas. Then it's on to our analysis of the most important retail news of the week, including reports that Nordstrom is considering going private, largely disappointing earnings outlook from both Lululemon and Nike, and continuing robust growth from breakout brand Five Below.
About Craig
As the Chief Marketing Officer of American Eagle, Craig oversees all marketing and creative for American Eagle (AE), the #1 jeans brand for men and women 15-25 and women of all ages in the US. Leading the strategic and creative engine of AE, Craig’s mission is to simultaneously build the brand, customer base and business while positioning AE at the heart of youth culture and digital innovation. Since joining AE, Craig has led successful partnerships with TikTok, Snap, and Twitch placing the brand at the fingertips of Gen Z.
Craig’s passion for purpose is rooted in research, ensuring alignment with what his customers care about most. Craig has supported partnerships with Bring Change 2 Mind, Surfrider and America’s Food Fund. Most notably Craig spearhead Gap’s RED campaign to increase awareness and inspire action toward the fight against AIDS. Craig’s ability to cultivate success driven global teams is a result of his relationship driven approach to leadership. Craig resides in Connecticut with his wife and two daughters.
Previously, Craig served as Global Marketing executive for Gap, Abercrombie & Fitch, and Calvin Klein. Craig’s leadership successfully positioned these brands for digital, geographic, and category expansion. Combining the art and science of modern marketing in a data obsessed world, Craig’s strategies remain laser focused on the customer.
About Us
Steve Dennis is a strategic advisor and keynote speaker focused on growth and innovation, who has also been named one of the world's top retail influencers. He is the bestselling authro of two books: Leaders Leap: Transforming Your Company at the Speed of Disruption and Remarkable Retail: How To Win & Keep Customers in the Age of Disruption. Steve regularly shares his insights in his role as a Forbes senior retail contributor and on social media.
Michael LeBlanc is the president and founder of M.E. LeBlanc & Company Inc, a senior retail advisor, keynote speaker and now, media entrepreneur. He has been on the front lines of retail industry change for his entire career.
Michael has delivered keynotes, hosted fire-side discussions and participated worldwide in thought leadership panels, most recently on the main stage in Toronto at Retail Council of Canada’s Retail Marketing conference with leaders from Walmart & Google. He brings 25+ years of brand/retail/marketing & eCommerce leadership experience with Levi's, Black & Decker, Hudson's Bay, CanWest Media, Pandora Jewellery, The Shopping Channel and Retail Council of Canada to his advisory, speaking and media practice.
Michael produces and hosts a network of leading retail trade podcasts, including the award-winning No.1 independent retail industry podcast in America, Remarkable Retail with his partner, Dallas-based best-selling author Steve Dennis; Canada's top retail industry podcast The Voice of Retail and Canada's top food industry and one of the top Canadian-produced management independent podcasts in the country, The Food Professor with Dr. Sylvain Charlebois from Dalhousie University in Halifax.
Rethink Retail has recognized Michael as one of the top global retail experts for the fourth year in a row, Thinkers 360 has named him on of the Top 50 global thought leaders in retail, RTIH has named him a top 100 global though leader in retail technology and Coresight Research has named Michael a Retail AI Influencer. If you are a BBQ fan, you can tune into Michael’s cooking show, Last Request BBQ, on YouTube, Instagram, X and yes, TikTok.
Michael is available for keynote presentations helping retailers, brands and retail industry insiders explaining the current state and future of the retail industry in North America and around the world.
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