Craig Brommers

Craig Brommers, the Chief Marketing Officer of American Eagle and former CMO at Calvin Klein, dives deep into the whirlwind around the 'Great Jeans' campaign featuring Sydney Sweeney. He reveals how they anticipated hitting a cultural nerve and opted for bold marketing instead of common crisis communication strategies. The conversation touches on unexpected boosts from political figures like Trump, the immediate impact on sales, and the partnership with Travis Kelce. Brommers emphasizes the fine line between marketing attention and controversy, seeking memorable engagement.

Craig Brommers, CMO of American Eagle, shares insights into the controversial Sydney Sweeney campaign. He discusses the decision to partner with her, citing her broad appeal and initial positive reception. Brommers reveals how unexpected backlash escalated due to a pun misunderstanding and reflects on the power of social media misinterpretations. Despite challenges, the campaign attracted a record one million new customers. He emphasizes the importance of data-driven decisions and creativity in navigating marketing crises.

Join Craig Brommers, American Eagle's CMO, as he discusses AEO's success, Gen Z marketing, digital's role in stores, and sustainability in retail. Discover why physical retail is alive, news on Nordstrom going private, and insights from other top brands. Learn about retail strategies, the impact on dollar stores, and balancing business goals with social responsibility. Gain advice on navigating the fast-paced industry and advancing in retail and marketing careers.