Building Loyalty Through Generational Evolutions: Inside the Mind of American Eagle CMO Craig Brommers
In this episode of Retail Refined, host Melissa Gonzalez speaks with American Eagle CMO Craig Brommers about how the brand stays culturally relevant with Gen Z and Gen Alpha. Brommers shares how real-time feedback loops, an innovative store concept called 'Lived In,' and a new creator affiliate program are driving loyalty and growth. The conversation highlights how a 48-year-old retailer is actively shaping youth identity rather than simply chasing trends.
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Key takeaways
American Eagle leverages 35,000 Gen Z store associates and a 2,000-person youth panel as real-time trend feedback loops to inform marketing and product strategy.
The 'Lived In' store concept is the most successful in American Eagle's 48-year history, combining elevated design with community-driven experiences to boost conversion and loyalty.
The 'Live Your Life' affiliate program transforms creators into digital store associates, deepening bonds with youth consumers in the social commerce era.
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As Gen Z cements its role as the cultural vanguard and Gen Alpha begins to assert its voice, brands face mounting pressure to not only keep pace but to actively shape youth identity. With social commerce booming and physical retail undergoing reinvention, staying relevant means delivering experiences as dynamic as the customers themselves. One stat alone says it all: after Kendrick Lamar sparked a flare jeans frenzy, American Eagle saw a 125 percent spike in Google searches and 25 percent more store traffic in just days.
So how does a legacy retailer like American Eagle Outfitters keep its edge with a generation that swipes faster than it shops? And what does it take to not only follow culture—but lead it?
On this episode of Retail Refined, host Melissa Gonzalez sits down with Craig Brommers, Chief Marketing Officer at American Eagle, for a deep dive into loyalty, culture, and the art of speaking to multiple generations at once. From TikTok virality to in-store innovation, Brommers shares how American Eagle is turning its 48-year playbook into a blueprint for the next era of retail.
Key topics of discussion…
- How American Eagle uses feedback loops—from 35,000 Gen Z store associates to a 2,000-person youth panel—to track trends in real time and adjust marketing and product strategies accordingly.
- Why the “Lived In” store concept is the most successful in American Eagle’s 48-year history, blending elevated design with community-driven experiences to drive conversion and loyalty.
- The launch of the “Live Your Life” affiliate program, a bid to transform creators into digital store associates and cement deeper bonds with youth consumers in the social commerce age.
Craig Brommers is a seasoned global marketing executive with deep expertise in brand expansion across geographic, digital, and category dimensions. He has led marketing at top retail brands including American Eagle, Gap, Abercrombie & Fitch, Calvin Klein, and Speedo, consistently driving growth through purpose-driven strategies and a strong command of data-informed decision-making. An MBA graduate from UCLA’s Anderson School, Brommers is known for building high-performing, cross-functional teams and balancing global consistency with local market relevance.
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About the author
Industry-recognized influencer, leader, and storyteller in Retail. Lead Retail Industry Contributor at MarketScale. Principal at MG2 Design. Host of "Retail Refined" Podcast. As a global brand and retail experience disruptor, Melissa possess strong proficiency in consumer insights, experiential design, retail technology integration, and brand innovation. During her career, she have created powerful visual narratives through physical spaces, imprinting complex concepts and ideas to consumers in genuine, tactile, and persuasive manners. She have also served as a consumer engagement trendsetter, “pop-up” industry pioneer, and entrepreneur. Melissa founded and launched a consumer experiential design firm that achieved a successful exit, driving initial client wins, monetization, and exponential revenue growth. "Melissa brings both her industry knowledge and an approachable and educational point of view to her interviewing skills. With an authentic style, she facilitates an engaging dialogue, one where listeners can walk away from with tangible insights and thought provokers!" -Jeffrey Roseman, Vice Chairman of Retail at Newmark "What sets Melissa apart is her ability to cut through the noise and provide actionable insights. Whether you’re a store owner looking to revamp your space or a tech enthusiast curious about the next big thing in retail, you’ll find tangible ideas to build on. From seasoned designers to pioneering tech gurus - ensuring that listeners are always engaged with diverse and forward-thinking perspectives. Retail Refined doesn’t just skim the surface; it dives deep into topics that matter. If staying ahead of the retail curve is important to you, start here." -Nate Frazier, Chief Operating Officer of GNC
