How American Eagle is tapping into teen trends for back-to-school

“These digital experiences that American Eagle has created over the last couple months are not just creating brand love—they’re truly leading to healthy commercial returns,” says Brommers, noting that this is the chain’s third collaboration with Snapchat. A winter holiday season virtual shopping experience brought in $2 million in revenue.

“It reinforces one thing that we have learned during this difficult period in our industry—when you create an engaging experience for that younger Gen Z audience, they love it, they jump into it,” he says, noting the inherent shareability of the content shoppers are creating.