We use cookies to deliver the best possible experience on our website. To learn more, visit our Privacy Policy.
By continuing to use this site, or closing this box, you consent to our use of cookies.

Log in
Help
  • Get help with
  • Logging in
  • Technical requests
  • Applying for a job
  • Other inquiries
Search
  • Solutions
    By Function
    • Audit & Risk
    • Customer Service & Support
    • Finance
    • Human Resources
    • Information Technology
    • Innovation & Strategy
    • Legal & Compliance
    • Marketing & Communications
    • Product
    • Sales
    • Supply Chain
    By Industry
    • Education
    • Energy & Utilities
    • Financial Services
    • Government & Public Sector
    • Healthcare
    • Manufacturing
    • Retail
    • High Tech & Telecom
    • Investment Services
    Insights
    By Function
    • Audit & Risk
    • Communications
    • Customer Service & Support
    • Finance
    • Human Resources
    • Information Technology
    • Innovation & Strategy
    • Legal & Compliance
    • Marketing
    • Product
    • Sales
    • Supply Chain
    Featured Insights
    • Benchmarking
    • Cost Optimization
    • Gartner Business Quarterly
    • Strategic Planning
    Resource Centers
    • COVID-19
    • Diversity, Equity and Inclusion
    • Reset Your Business Strategy Amid COVID-19
    What We Do
    • Research & Advisory
    • Conferences
    • Consulting
    • Digital Markets
    • Peer Insights
    Conferences
    Featured Conference Topics
    • Applications
    • CIO
    • Cloud
    • Data Analytics
    • Digital Workplace
    • Finance
    • Human Resources
    • Identity and Access Management
    • Marketing
    • Security
    • Supply Chain
    All Conferences
    • Calendar
    About
    • About Us
    • Client Success Stories
    • Contact Us
    • Corporate Responsibility
    • Investor Relations
    • Newsroom
    Careers
  • Become a Client

  • Marketing & Communications
  • Roles
    • Chief Marketing Officer
    • Customer Loyalty and Experience Leader
    • Digital Marketing Leader
    • Marketing Organization and Operations Leader
    • Chief Communications Officer
  • Research & Tools
    • All Research
    • The Annual CMO Spend Survey
    • Benchmarking
    • BuySmart
    • Cost Optimization
    • Data Tools
    • Gartner Digital IQ Index
    • Hype Cycle
    • Magic Quadrants
    • Marketing Maturity Assessment
    • Consumer and Culture Insights
    • Transit Map
    • Marketing Glossary
  • Experts
  • Insights
    • Trending Topics
    • Articles
    • Daily Insights
    • Featured Videos
    • Marketing Blog
    • In the News
    • Solutions
    • Communications Awards
  • Events
    • Marketing Symposium
    • Webinars
    • Research Briefings
    • Executive Peer Forum
  • Client Success Stories
  • Become a Client

Menu
    • Marketing & Communications
    • Roles
      • Overview
      • Chief Marketing Officer
      • Customer Loyalty and Experience Leader
      • Digital Marketing Leader
      • Marketing Organization and Operations Leader
      • Chief Communications Officer
    • Research & Tools
      • Overview
      • All Research
      • The Annual CMO Spend Survey
      • Benchmarking
      • BuySmart
      • Cost Optimization
      • Data Tools
      • Gartner Digital IQ Index
      • Hype Cycle
      • Magic Quadrants
      • Marketing Maturity Assessment
      • Consumer and Culture Insights
      • Transit Map
      • Marketing Glossary
    • Experts
    • Insights
      • Overview
      • Trending Topics
      • Articles
      • Daily Insights
      • Featured Videos
      • Marketing Blog
      • In the News
      • Solutions
      • Communications Awards
    • Events
      • Overview
      • Marketing Symposium
      • Webinars
      • Research Briefings
      • Executive Peer Forum
    • Client Success Stories

Daily Insights

Retail

Share this:

The Digital Denim Debate

By: Alizah Asif Farooqi | Mar 04, 2021

American Eagle debuts a star-studded digital campaign that deals with one of the biggest debates on the internet: skinny jeans.

In what’s being called a “cultural reset”, Gen Z consumers have deemed skinny jeans “out”, opting instead for baggy and straight styles from the 90s. The topic ignited heated arguments between Gen Z and millennials, much of which takes place on TikTok, but has also bled into mainstream brand campaigns, like Gap’s recent Archive collection. American Eagle, which boasts a history of inclusivity, is applauding merits of all denim—both skinny and straight—via a new augmented reality shopping tool on Snapchat that features Outer Banks stars Chase Stokes and Madison Bailey for its spring 2021 campaign, “Jeans Are Forever”. The AR Jeans Guide will feature denim looks for mean and women, plus a 3D shoppable lens that gives users the ability to see a variety of American Eagle jeans in all their glory. Using digital and analog technology, the campaign is stitched with nostalgia, as it was photographed with a variety of cameras, including Polaroid, 16mm, Super 8, iPhones and more. In addition to headlining the campaign, Stokes and Bailey are also credited as photographers.

By looping in Stokes and Bailey, who boast almost 8 million collective followers on Instagram, American Eagle actively courts Gen Z culture. Not only did Outer Banks became a fast Gen Z favorite, about 50% of Gen Zers use Snapchat everyday. Similarly, by tackling an issue of great importance to consumers, both Gen Z and millennial, the brand can achieve an air of authority that is authentic to its brand, which has taken bold steps to break down typical beauty and style standards in the past. In fact, in an interview about the campaign, Bailey not only treats readers to a spoiler of Outer Banks season 2, but also mentioned that she still wears and loves skinny jeans.

Finally, the campaign amplifies the brand’s dedication to authenticity, which proved a successful tactic for its Aerie brand, in turn helping American Eagle skyrocket 31 spots in Gartner’s Digital IQ Index: Specialty Retail. Unsurprisingly, the campaign arrives not long after American Eagle promoted former Aerie chief creative officer, Jennifer Foyle to global brand president of AEO Inc.

See more: fashion retail , Retail , TikTok , American Eagle Outfitters , Aerie

Weekly Digest Newsletter

Sign up to receive our latest research highlights, expert blogs and news about upcoming events.

By clicking the "Continue" button, you are agreeing to the Gartner Terms of Use and Privacy Policy.

Contact Information

All fields are required.

Back

By clicking the "Submit" button, you are agreeing to the Gartner Terms of Use and Privacy Policy.

Related Research

The Annual CMO Spend Survey Research 2020: Part 1

Top 5 Marketing Trends and Priorities for CMOs

Marketing Organization Survey

About Careers Contact Gartner Glossary Newsroom Smarter With Gartner
About
Careers
Contact
Gartner Glossary
Newsroom
Smarter With Gartner
  • Solutions
    By Function
    • Audit & Risk
    • Customer Service & Support
    • Finance
    • Human Resources
    • Information Technology
    • Innovation & Strategy
    • Legal & Compliance
    • Marketing & Communications
    • Product
    • Sales
    • Supply Chain
    By Industry
    • Education
    • Energy & Utilities
    • Financial Services
    • Government & Public Sector
    • Healthcare
    • Manufacturing
    • Retail
    • High Tech & Telecom
  • Insights
    Featured Insights
    • Benchmarking
    • Cost Optimization
    • Gartner Business Quarterly
    • Strategic Planning
    • Top Insights
    Resource Centers
    • COVID-19
    • Diversity, Equity and Inclusion
    • Reset Your Business Strategy Amid COVID-19
  • What We Do
    • Research & Advisory
    • Conferences
    • Consulting
    • Digital Markets
    • Peer Insights
Solutions
By Function
  • Audit & Risk
  • Customer Service & Support
  • Finance
  • Human Resources
  • Information Technology
  • Innovation & Strategy
  • Legal & Compliance
  • Marketing & Communications
  • Product
  • Sales
  • Supply Chain
By Industry
  • Education
  • Energy & Utilities
  • Financial Services
  • Government & Public Sector
  • Healthcare
  • Manufacturing
  • Retail
  • High Tech & Telecom
Insights
Featured Insights
  • Benchmarking
  • Cost Optimization
  • Gartner Business Quarterly
  • Strategic Planning
  • Top Insights
Resource Centers
  • COVID-19
  • Diversity, Equity and Inclusion
  • Reset Your Business Strategy Amid COVID-19
What We Do
  • Research & Advisory
  • Conferences
  • Consulting
  • Digital Markets
  • Peer Insights
Policies Privacy Policy Terms of Use Investor Relations Ombuds

©2021 Gartner, Inc. and/or its affiliates. All rights reserved.

©2021 Gartner, Inc. and/or its affiliates. All rights reserved.