A new American Eagle back-to-school campaign has been announced titled 'Future Together. Jeans Forever.' The campaign, which is packed with notable Gen-Z celebs, aims to get students excited to reenter the world after lengthy lockdowns.
The campaign places heavy emphasis on individualism. In fact, American Eagle has even partnered with Snapchat to release an accompanying AR experience called 'Dress Yourself,' which allows customers to 'try on' outfits using Snapchat's selfie camera. In order to reach a wide range of Gen-Z'ers, American Eagle has also assembled an all-star, Tik-Tok era cast. Celebs featured in the campaign include Caleb McLaughlin, Jenna Ortega, Addison Rae, Chase Stokes, and Madison Bailey – all of whom the brand believes represent "authenticity and optimism."
Post-Pandemic Back-To-School Campaigns
The New American Eagle Back-To-School Ads Target Gen Z
Trend Themes
1. Individualization of Back-to-school Campaigns - Opportunity for companies to focus on personalized marketing strategies that emphasize individuality to engage Gen Z students.
2. Augmented Reality in Fashion Marketing - Incorporating AR experiences in marketing campaigns can create unique immersive customer experiences and increase consumer engagement.
3. Collaboration with Influencers - Brands can leverage the reach and influence of Gen Z celebrities and influencers to connect with younger audiences and promote their products/services.
Industry Implications
1. Fashion Retail - Fashion retailers can incorporate AR experiences and personalized marketing strategies into their back-to-school campaigns to engage with Gen Z students and boost sales.
2. Social Media and Influencer Marketing - Influencer marketing agencies and social media platforms can work together to connect brands with popular Gen Z influencers to promote products and services to younger audiences.
3. Marketing and Advertising - Marketing and advertising agencies can develop creative AR experiences and personalized marketing campaigns for their clients to engage with the Gen Z demographic.