The Evolution of Retail for Gen Z

For our 60th episode of Earned, we’re bringing you a titan of the retail industry: Craig Brommers. Craig is currently the CMO of Gen Z-favorite apparel brand American Eagle Outfitters, but his previous work experience spans across iconic brands like Calvin Klein, Gap, Abercrombie & Fitch, and Speedo. We start the interview by learning how American Eagle has navigated shifting momentum around legacy social platforms following the rise of TikTok. Craig also shares why the brand is investing in another Gen Z-favorite platform: Snapchat. We then hear Craig’s take on augmented reality, and why he thinks it will become a key way to provide unique retail experiences. Next, we ask Craig what qualities he’s consistently observed about iconic brands that help them stand the test of time, before switching gears to the future of retail in today’s digital world. We then dive back into TikTok, and Craig emphasizes that brands looking to make a splash on the creator-led platform need a “creator-first” approach. To close the show, Craig gives sage advice to those looking to grow their career.