American Eagle: ‘Give Great Jeans’ with Martha Stewart

American Eagle partners with Martha Stewart for its 'Give Great Jeans' campaign, aiming to broaden its reach beyond Gen Z during the holiday season. The campaign leverages multi-generational appeal.

This site is owned and operated by Informa TechTarget, part of an international network that notifies, connects the world and affects’s technology buyers and vendors. Informa PLC’s registered office is 5 Howick Place, London SW1P 1WG.

American Eagle’s Brand Reset

While Stewart possesses a comparable level of star power– and the overarching “Give Excellent Pants” campaign might be translated by some as an expansion of the brand name’s autumn initiative– American Eagle’s most recent push is intended to stand on its very own, Brommers stated.

“The American Eagle Sydney Sweeney campaign was planned to be a brand name and company reset, and it has,” said Brommers on the incomes call. “To be clear, that consumer procurement is coming from each and every single area in the U.S. This energy is nationwide, and it is prevalent.”

Past the brand’s objective of reaching a bigger audience, American Eagle’s collaboration with Stewart is planned to shock and thrill its customers, a core principle within its advertising and marketing method and one Brommers advises to various other brand names browsing this season.

Extending Reach Through CTV

The most recent chapter of the store’s vacation campaign extends social and electronic media, consisting of Stewart and American Eagle’s owned networks. Maker collaborations will certainly sustain the campaign throughout systems including Instagram and TikTok. The campaign will also broadcast on connected TV, a network the brand hopes will certainly aid it reach an extra diverse audience. CTV has additionally become a better focus for getting in touch with Gen Z.

At the facility of American Eagle’s project is a 30-second spot, “Martha Covers the Gifts in AE,” that includes a denim-themed set, backdrop and wardrobe, total with presents covered in the product by Stewart. The latest chapter of the retailer’s vacation campaign extends social and electronic media, including Stewart and American Eagle’s owned channels. Creator collaborations will sustain the project throughout platforms including Instagram and TikTok. The project will certainly likewise broadcast on linked TV, a channel the brand name hopes will certainly help it get to an extra varied audience.” The American Eagle Sydney Sweeney project was planned to be a brand and business reset, and it has,” claimed Brommers on the incomes telephone call.

At the facility of American Eagle’s project is a 30-second place, “Martha Wraps the Gifts in AE,” that features a denim-themed set, background and wardrobe, full with presents covered in the product by Stewart. Added content will display the star’s hosting capacities while continuing to concentrate on American Eagle’s core denim item. The imaginative is intended to give an uplifting minute to consumers, much of whom are emulating financial pressures.

“CTV has been part of our media mix over the course of the year, and we’ll continue to look at exactly how it does for Gen Z,” Brommers claimed. “I assume there are moments of togetherness that Gen Z is desire now. They do not always intend to see whatever on their phone.”

American Eagle’s “Offer Terrific Denims” campaign began in late September with “AE Holiday House,” a content collection that showed up on social media sites, in-store and electronic channels and united a multigenerational cast, all of whom are seen putting on holiday clothing from the brand. The next phase of the campaign with Stewart proceeds the push to reverberate with an extra varied audience, a method Brommers said the brand name usually books for the Q4 buying period.

Multi-Generational Marketing

“Martha Stewart Does the Holidays in American Eagle” sees the garments brand welcome a multigenerational target market of both gift providers and receivers. That goal is attained through the presence of Stewart, who is conveniently identified by older and more youthful generations alike, described Chief Advertising and marketing Officer Craig Brommers.

“We are Gen Z’s No. 1 store who offers pants– we are really pleased with that,” Brommers claimed. “It goes to this actual moment in the holiday season when we widen the client base, and our denims are for every person everywhere.”

A multigenerational emphasis has actually been taken on by other online marketers this holiday season, consisting of Void and Sam’s Club. The numerous chapters of “Provide Wonderful Pants” line up with an always-on material technique that has come to be increasingly usual among online marketers. American Eagle’s objective is to remain front-of-mind for customers for the duration of the holidays, according to Brommers.

“American Eagle constantly stands for excellent denims, we have wonderful pants, and when you consider the past campaigns, everything ladders as much as this idea that we have excellent jeans for every person,” Brommers said. “‘ Provide Terrific Jeans’ is a distinctive and brand-new chapter because specific tale.”

“Dull is the adversary of great advertising,” Brommers said. “When we think of recent projects, we have actually taken big wagers at big minutes … and I believe that doing things that stun individuals and cut through the noise are the campaigns that are getting in touch with individuals.”

Stewart’s Appeal to Gen Z

American Eagle on Tuesday revealed a partnership with celebrity homemaker Martha Stewart for the current phase of its vacation campaign, “Offer Terrific Pants.” The tie-up is part of the store’s initiatives to place jeans as an universal gift while expanding beyond its regular Gen Z emphasis.

“I seem like when you’re a retail CMO currently, you’re basically configuring a streaming series,” Brommers claimed. “You have main characters, and when people tune in, they know the general plot line. It’s essential to bring in guest stars, it’s vital to have a story spin, it’s vital to produce a sense of urgency.”

The campaign was informed by an E-Poll research which found that Stewart’s name and picture understanding among Gen Z expanded by 33% in between 2020 to 2024 and is now on par with millennials. Stewart has come to be something of an advertising mainstay over the last few years, collaborating with brand names ranging from Pure Fallen leave to Miracle-Gro and Tito’s vodka.