How American Eagle Captured the Youth Market and Never Really Let Go

Brand speaks the language of Gen Zers, but predates them by a lot

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Earlier this year, American Eagle Outfitters took a gamble that turned the heads of not only customers, but other marketers as well. Like many brands pursuing the fickle tastes of Gen Z shoppers, the mall-based apparel retailer had convened focus groups full of teens, eager to hear what they did and didn’t like.

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This story first appeared in the June 3, 2019, issue of Adweek magazine. Click here to subscribe.